Technines Next Chapter
Last week I was hit with a rumor that Technine and Nomis were out of business. Not an unbelievable rumor but still one that needed further digging. Honestly with the way the economic climate is coupled with one of the worst snow seasons in the last decade it’s quite possible that a company with that much legacy could go out of business.
The rumor originally went as this:
Owner fired everyone at The Brand Base and is selling the company possibly to his brother and moving it to Montreal.
After reaching out to various connections in the retail segment of the industry and people at The Brand Base the rumor was confirmed. Nomis is officially going to be Canadian companies going into the 2012/13 season and T9 will be run by Cole and E-Stone out of Utah. What does this mean for T9 and Nomis going forward?
Well as it was relayed to me the marketing and athletic team are going to be taking on new roles. The team is still in tact along with E-Stone and Cole Taylor, Simon is still with Nomis, and Blitz will be handling distribution going forward.
Technine is going to be a very different brand in my opinion as the people that worked and helped found it were at the very core part of what made it part of the snowboard industry. It’s never a positive to see good people lose their jobs and in this economy it sucks even more. Having worked with various people at The Brand Base I wish them the best of luck and hope they find new homes with other companies.
What does it mean for Technine and the team? From the sounds of it this upcoming season will more than likely be business as usual albeit with a few new faces running the show at the corporate level. Could this be a move that helps or hinders the brand? That remains to be seen but it would suck for snowboarding to lose an identifiable brand that has as much culture as T9.
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