NO MORE KORUA SHAPES ?
KORUA Shapes, wellknown for its unconventional shapes and its awesome videos is celebrating it’s rise on the Market. The incredible “Yearning for turning “ series are drawing a lot of attention, and accelerated the sales of attractive shapes that popped up in these videos. In fact: it was one of the best marketing tools a snowboard brand ever used in years…
It seemed the brand couldn’t honor the promise. Product were sold out halfway, restock was taking ages and first complaints came back to the shops. Product quality became an issue. The initial disaster with the inferior base of the first series, the vulnerability of the edgeless tails or delamination of the topsheet lead to critical questions and an increasing amount of disappointed -or really pissed off – customers. It’s kind of simple: In the end snowboard buyers just want reliable products which will last. Turn after turn, Run after run: A good product should definitely last till the end of the season
Bring back the good vibes
Sometimes an awesome marketing campaign just isn’t enough. With the brand booming sky-high, competition between shops became increasingly hostile. The corporate identity and guidelines started to feel like a carefully designed straitjacket. Customers complaining about product quality were given a discount on a substitute board, which exactly matches the retail price…. This isn’t the way we like to do business. We’d like to be open – call it naive- and stay true to our actual roots and deliver high end products. Unfortunately KORUA couldn’t match our expectations. It made us decide to pull the plug and move on.
While Sander has resigned from SEVERE and will focus entirely on snowsurf brand Powfinder Snowboards, this website will slowly transform into a more skate and surf orientated platform. Bring back the good vibes