Interviewed by Transworld Skateboard, Adrian Cramp talks about the launch of the new Dwindle skate brand. SUPERIOR SKATEBOARDS.

Brand Representative: Adriano “n.a.n.o.” Nobrega/Art Director
Respondent: Adrian Cramp/Global Sales and Marketing Manager

What are the biggest trends shaping skate hardgoods this year as far as materials, graphics, distribution, production, and other business model type stuff?
It’s all about boards that have individual style. Gone are the days of patterns or slapping a logo on a deck. Our aim is to make good-looking price point decks that are better quality than some of the pro decks out there.

What deck sizes, prices, and models have been doing the best this year?
Superior is a new brand in the core market. We know where to focus so we can offer great product for the skater on a budget.

How are sales of new technologies doing for you? What’s been working the best and why?
We don’t fuss with any technologies or composites. But we do make sure we use the best maple and glue possible, which is specifically made for the stresses that skateboards are put under.

How have sales been compared to last year? What do you attribute this to?
We anticipate solid sales as we launch this brand in the USA.

Do you include MSRP’s on your hardgoods? Why or why not?
We sell out product globally; prices vary so much due to the different currencies. We don’t want our customers in Europe or Australia to get confused.

How are you working with core retailers to help ensure strong margins?
All our decks are priced to give retailers a good margin even at the lower price points. We also offer volume deals to give shops those valuable margin points.

Are prices staying steady this year?
We don’t see any need to increase our prices. Unless the cost of manufacturing sky rockets.

What advice do you have for core retailers trying to increase their hardgoods sales?
Make sure you buy good quality products form a reputable distribution house. There are a lot of poor quality price point decks out there. When it comes to your price point or shop deck category; you need to measure up price versus quality and see how much value you are really getting. If kids are going away and breaking these things like matchsticks or they go soggy really quickly. You’ll lose a customer.

Where are you producing your hardgoods these days?
Check out and go to the DSM video section to see where our boards are made.

What are your predictions for sales for the remainder of 2010?
That we’ll be producing a great range of decks that kids will be stoked on!

What are the biggest challenges and opportunities you see on the horizon?
Blank decks and sub standard product flooding the market. Make sure you know where your decks are coming from.

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