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What started in 2004 as a humble eBay store giving second lives to used snowboards has snowballed into one of the UK’s leading online destinations for snowsports gear. Today, Absolute-Snow is known for its expert advice, massive product range, and passionate team all striving to make mountain adventures more accessible for everyone.
We caught up with Kaz, Absolute-Snow's Content and Partnerships Manager, to find out how it all began, what keeps their stoke alive through the busy winter season, and what gear she's most excited about this season.
Can you tell us a bit about Absolute-Snow and how it all started?
Absolute-Snow started life back in 2004, as an eBay store selling second hand snowboards which we had refurbished. It was as grassroots as it gets! No fancy website or anything, just a passion for getting people onto the slopes with the right kit. From there we grew rapidly, moving into bigger spaces, expanding into new product categories like climbing and outdoors, and developing one of the most comprehensive online snow sports stores in the UK. Over the years, we’ve stayed true to our core ethos which is making mountain sports more accessible through expert advice, great gear, and a real community spirit.
Where is Absolute-Snow based and what’s good about this location?
We’re based in Watford, just outside London, which makes it an ideal hub for managing our warehouse and e-commerce operations. Being close to the Hemel Snow Centre with its real snow indoor slope also gives us the perfect spot to test and demo new products before they reach our customers. Our location allows us to efficiently serve snow sports enthusiasts across the UK and Europe, ensuring fast delivery and expert support, no matter where our customers are.
Can you introduce the team for this season?
Our leadership team brings a mix of expertise and passion for snowsports. Paul McNamara, our Founder, still guides our vision, while Matt Pyne-Madden, Sam McCLinchy and Nancy Callender oversee day-to-day operations.
Behind the scenes, specialists like Hannah Cole (Head of Merchandising), Rachel Brown (Head of Buying), Lindsey Hills (Customer Relations Manager), and myself, Kaz Derbyshire (Content and Partnerships Manager) make sure we’re delivering the very best products and service, while keeping the stoke alive with engaging content. Our wider team of product experts, buyers, merchandisers, and content creators all share the same love of the mountains and are ready to help customers find the perfect setup this season.
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What’s your store’s philosophy for helping customers find what they need?
We live by our EPIC values: Experts, Passionate, Inspiring, Caring. That means every recommendation we give is rooted in knowledge and experience. We don’t just sell gear, we help people get the right kit for their adventure, whether it’s their first trip to the mountains or their one hundredth. We aim to inspire customers with our content, care for the wider snowsport community through partnerships and donations, and always provide expert, tailored advice.
What advice would you give to somebody looking to buy their first ski or snowboard setup?
Start with the basics: get boots that are right for you, as they’re the most important piece of equipment for both comfort and progression. From there, think about where you’ll be riding most... On the piste, in the park, or searching for powder? And then choose a board or skis that suit your style and ability. Don’t get too hung up on what the pros ride, focus on gear that will help you enjoy the experience and build confidence. And of course, ask questions! Our team is here to help first-timers make sense of all the jargon and find what works best for them.
Do you specialise in any particular products or services?
We specialise in snowsports equipment and clothing including everything from snowboards, skis, boots, bindings, and outerwear, to avalanche safety gear and travel accessories. Alongside that, we’ve built one of the UK’s most comprehensive ranges of camping, hiking, and outdoor kit. What makes us different is the sheer breadth of choice combined with expert guidance, so customers can shop the latest tech while feeling confident they’re getting the right fit.
What’s a typical day like at Absolute-Snow during the winter season?
Winter is when everything comes alive at Absolute-Snow. A typical day sees our warehouse team processing thousands of orders, and our customer service team answering questions from first-time buyers to seasoned pros, while our buyers are busy curating the season’s best products, our merchandisers make sure the right gear is always in stock at the best prices, and our content team works with top brands to showcase the latest innovations online.
Behind it all is a passionate mix of men and women who live and breathe outdoor sports, from snowboarding and skiing to trail running and hiking, all working together to inspire and equip our customers for their next adventure.
Our favourite weekend is Black Friday which is approaching soon, when everyone from the business is either on the phones or online supporting customers, or in our warehouse packing boxes. There’s always such an awesome vibe, even on one of our busiest weekends.
How do you or your team choose the products that you stock?
We carefully curate our range based on quality, performance, value, and sustainability. Our buying team works closely with leading global brands as well as niche innovators to ensure we’re offering the best of what’s out there. We also rely heavily on staff testing, if we wouldn’t ride it ourselves, we won’t recommend it to our customers.
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What new gear are you most excited about this winter?
Honestly, there’s so much new gear this season we don’t even know where to start! The brand-new FASE bindings are super exciting, and the upgraded Nidecker Supermatics are going to make a lot of riders really happy. We’re also loving the fresh colours in Burton’s Reserve outerwear range, they look amazing. And for the skiers, Salomon’s new Dual Boa boots are a bit of a game-changer. But that’s just scratching the surface… There’s a ton of new kit dropping this winter, and we can’t wait to share it all.
Do you have a personal favourite that you’ll be testing out?
Personally, as a female rider, I’ve got a few favourites lined up for this season. I’m absolutely loving the Gnu Ladies Choice, paired with the Nidecker Supermatic bindings and the Nidecker Altai women’s boots, such a solid setup. There’s loads of great choice for female riders right now, with some awesome colourways across all the boards this year, both men’s and women’s. Have you seen the bases on the Nidecker Mellow? So rad! I’ve also always been a big fan of the Burton Feelgood and the Salomon Oh Yeah (they’re just super fun rides) and I’m stoked on the new colourways for the Burton Step On bindings too.
On the accessories side, I can’t wait to try the new Oakley Flow Scape goggles, they look seriously good. And from an outerwear perspective, I’m buzzing about the Burton Reserve line, plus the fact that baggy pants are making a comeback - I’ll definitely be grabbing a pair of the women’s 686 Outline pants when they drop!
Does the Absolute-Snow team get involved with the snowsport community?
Personally, I always make time for the Burton test rides at Hemel because they’re such good events, and the Treeline Shred Week, which is always a highlight. I also went up to the Northern Snow Show and the Big Bang at Tamworth to build the winter hype and sneak in some October laps.
As a team, we also head out to Slide & OTS Winter, the Snow Test, and Shop’s First Try every year. These events are a huge part of how we live our EPIC values: staying true Experts by testing the latest kit, showing our Passion for riding, and bringing back insights and inspiration to help our customers find the right gear for their own adventures.
What’s next for Absolute-Snow? Any exciting plans or developments?
We’re always evolving. Having recently launched our fresh new website and our brand new tech stack, Absolute-Snow is now 100% focused on mountain sports. Looking ahead, we’re expanding our sustainability initiatives, strengthening our partnerships with grassroots charities, and continuing to improve our online experience with better tools, guides, and advice for customers. The goal is simple: to make mountain adventures more accessible and unforgettable, #ForTheExperience.
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