In this episode of Beyond Threads, host Eric Janssen Steenberg sits down with Valerie Page, Logistics Manager at O’Neill, to explore how one of the world’s leading surf and snow brand tackles the unique challenges of returns management in highly seasonal categories. With years of experience spanning finance and logistics at O’Neill, Valerie shares practical strategies for reducing returns through intelligent product design while managing the inevitable peaks that come with surf and snow seasons.
Prevention through design: Reducing returns before they happen
O’Neill's primary strategy focuses on helping customers find the right fit from the start, particularly crucial for their biggest return category: bikinis. As Valerie explains, the brand has introduced video tools showing how products look on models, but more importantly, they’ve redesigned their approach to fit. “We now ensure almost all bikinis feature adjustable elements – buckles or cord ties – that accommodate diverse body types,” Valerie reveals. This design philosophy extends to their use of stretchy fabrics and flexible construction that naturally fits more customers comfortably. The results speak for themselves: O’Neill maintains return rates below market standards for bikinis.
Durability meets sustainability: Addressing wear-related returns
Activewear faces unique challenges from intense use in saltwater, sand, and snow. O’Neill's approach to this challenge demonstrates how brands can turn potential negatives into competitive advantages. Their ski jackets and snow pants next season will include waterproof repair patches, enabling customers to fix minor issues themselves rather than returning products in the first instance.
For products that are returned with damage, O’Neill has developed a sophisticated sorting system that separates items for potential repair by Bleckmann’s circular fashion experts, the Renewal Workshop. This dual approach – combining prevention and restoration – reflects a strong commitment to sustainability, a great way to connect with environmentally conscious consumers.
Strategic forecasting transforms seasonal peaks into manageable workflows
The seasonal nature of O’Neill’s business creates concentrated return periods that could overwhelm unprepared brands. Valerie reveals how O'Neill addresses this through predictive planning based on online campaign periods and end-of-season wholesale returns from retail partners. As she explains, by forecasting these peaks in advance, they ensure warehouse capacity and processing capability align with demand. This strategic approach maintains quick turnaround times even during busy periods, ensuring customer satisfaction remains high when return volumes spike.
International expansion and communication excellence
With recent expansion into Switzerland, O’Neill enhanced their returns communication strategy to keep customers informed throughout the returns journey. Customers now receive updates when parcels reach the logistics hub, when they arrive at the warehouse and when refunds are processed. This proactive communication approach has significantly reduced customer service inquiries while improving overall customer satisfaction – meaning transparency can be key in building long-term brand loyalty.
Transforming seasonal challenges into a competitive advantage
While the challenges of returns management in the activewear category are complex, O’Neill has adapted to these constraints to turn them into systematic competitive advantages. By combining intelligent product design, strategic planning, transparent communication and technological innovation, the brand has created a returns management strategy that strengthens rather than strains customer relationships.
Want to learn more about optimising your returns strategy to manage complex seasonal peaks? Press play on the Beyond Threads podcast or get in touch to discover how Bleckmann can help tailor your returns strategy to your category-specific needs.
