Nidecker

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Nidecker
IndustrySnowboard, Splitboard
Founded1887; 138 years ago (1887)
FounderHenri Nidecker
HeadquartersRolle, Switzerland
BrandsNidecker, Flow, Jones Snowboards, YES., Now
Number of employees
200
SubsidiariesLow Pressure Studio - Bataleon, Rome, Switchback, Lobster
Websitewww.ndk.group

Nidecker (aka Nidecker Group) is a family-owned Swiss snowboarding company based in Rolle, Switzerland. Nidecker was founded in Etoy, Switzerland, in 1887.[1] They own and operate several snowboard product companies and brands including Flow, Jones, Nidecker, NOW and YES.[2] It is considered the second biggest snowboard company in the world.[3] The company was passed down 5 generations.[3] The Nidecker Group was formed in 2008[4] by three descendants of Henri: Cédric, Henry and Xavier Nidecker.[2][3] Henry Nidecker is the CEO of the company.[5] In 2017 Nidecker bought American binding specialist Flow.[6] In 2018, they bought the brand Rome.[3]

History

File:Henri Nidecker 1887.jpg
Henri I in his workshop in Etoy in 1887

Nidecker was started by Swiss entrepreneur Henri Nidecker in 1887. The company began as an agricultural equipment maker for Swiss farmers on the shores of Lake Geneva.[1] Henri I was trained as carpenter and became a specialist in the "art of bending wood" [7] after purchasing the first electric motor in the region built for this purpose.[7] It wasn't until 1912 however, that Nidecker began producing skis after Henri I's son, Henri II built produced their first pairs from ash.[7] By the 1940s Nidecker was well established in the production of skis and in 1946 Henri III created the world's first composite wood skis combing ash and hickory.[7]

Nidecker continued producing skis and in 1962 became one of the first companies to manufacture skis built with metal and fiberglass. In 1977, under the leadership of Henri IV,[7] Nidecker won a gold medal at the 6th International Ski Show in Geneva for their new ski skin system called the Varai-Clix.[4]

File:Varia Clix gold medal.jpg
A copy of the certificate and image of the machine that won Nidecker the gold medal at the 6th International Ski Show in 1977

In 1984, Nidecker joined the snowboard market releasing their first series of 50 snowboards.[4] They then increased their manufacturing output to 700 snowboards in 1985.[7]

File:Nidecker NumberOne.png
An image of the first snowboard Nidecker produced and launched in 1984. Only 50 boards of this model were released.

In 2008 the Nidecker Group was formed by Cédric, Henry, and Xavier Nidecker, the three sons of Henri IV.[4] Henry Nidecker became CEO of the company.[5] In 2009, in collaboration with Romain de Marchi, JP Solberg, and David Carrier Porcheron (DCP),[8] Nidecker launched YES.[4] The following year, in 2010, Nidecker partnered with professional snowboarder Jeremy Jones to launch Jones Snowboards.[4] In the same year YES. won EuroSIMA's Breakthrough Brand Award.[7] In 2012 Nidecker launched NOW bindings in partnership with former professional snowboarder JF Pelchat.[9][4] Following on from their previous success[3] in 2017 Nidecker acquired the binding and boot manufacturer Flow.[4] In 2018, the Nidecker Group acquired the Dutch-based company Low Pressure Studio, owners of Bataleon, Lobster, and Switchback,[10] at the same time adding Rome SDS joined Low Pressure Studio.[10] In May 2024, the Nidecker Group acquired skateboarding brands etnies, éS, and Emerica, and snowboarding brand ThirtyTwo from Sole Technology. The acquisition signifies Nidecker's entrance into the skateboarding market.[11]

File:1989 Henri Nidecker Snowboard.jpg
Henri Nidecker in his workshop in 1989 on the left. The marketing campaign for the same model of snowboard that year.

References

  1. ↑ 1.0 1.1 "Nidecker". Whitelines. Retrieved 28 May 2021.
  2. ↑ 2.0 2.1 "Big Wig Interview: Henry Nidecker Talks Competition, Evolving Retail Landscape & Acquisitions". Boardsport SOURCE. 2019-01-04. Retrieved 2021-06-01.
  3. ↑ 3.0 3.1 3.2 3.3 3.4 "Nidecker, de la roue à la planche". Le Temps (in français). 2021-01-15. ISSN 1423-3967. Retrieved 2021-06-01.
  4. ↑ 4.0 4.1 4.2 4.3 4.4 4.5 4.6 4.7 "Nidecker | History". www.nidecker.com. Retrieved 2022-07-25.
  5. ↑ 5.0 5.1 "Nidecker Brothers Acquire Rome SDS, and Bataleon Parent Low Pressure Studio | Shop-Eat-Surf". shop-eat-surf.com. 10 September 2018. Retrieved 2021-06-04.
  6. ↑ Media, First Tracks!! Online (2016-11-25). "Nidecker Group Acquires Flow Snowboarding". First Tracks!! Online Ski Magazine. Retrieved 2021-06-04.
  7. ↑ 7.0 7.1 7.2 7.3 7.4 7.5 7.6 "Nidecker Group | History: A Century of Ingenuity & Innovation". www.nidecker.group. Retrieved 2022-07-25.
  8. ↑ "YES. Snowboards | The Company". www.yesnowboard.com. Retrieved 2022-07-25.
  9. ↑ "Now Bindings | About us". www.now-snowboarding.com. Retrieved 2022-07-25.
  10. ↑ 10.0 10.1 Connelly, Ollie (2018-09-11). "Nidecker Acquires Majority Stake In Low Pressure Studio: LPS' Dennis Dusseldorp Explains Details". Boardsport SOURCE. Retrieved 2022-07-25.
  11. ↑ Douglass, Rachel (30 May 2024). "Nidecker Group acquires Etnies, éS, Emerica and ThirtyTwo". FashionUnited. Retrieved 7 June 2024.

External links

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