Beyond Threads Podcast: How O’Neill transforms seasonal challenges into returns management opportunities

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.

__________________________________________________________________________________________________________________

Transcript

Eric (Host):
Welcome to another Beyond Threads podcast by Blackmon. I’m your host Eric Janssen Steenberg, taking you on a short journey to explore trends and developments in fashion and lifestyle supply chain management and logistics. Today’s topic is returns, and I’m speaking with Valerie Page, Logistics Manager at O’Neill, a longstanding Blackmon partner.


Valerie:
Good morning, Eric.


Eric:
You lead logistics at O’Neill. Thank you for sharing your experience and insights. Many brands are exploring how to best handle returns, both for CRM and to deliver quality to customers. Can you briefly introduce yourself before explaining what makes returns management challenging for your products?


Valerie:
I’m Valerie Page, Logistics Manager at O’Neill. Over the years, I’ve worked in various departments, starting from a finance background, and now I lead logistics. We handle all inbound shipments from the Far East into Blackmon’s warehouse and all outbound deliveries to our channels: e-commerce, marketplaces, retail, wholesale, and distributor networks.


Eric:
With multiple channels and high-quality activewear, how does the product type affect returns management?


Valerie:
Size and fit are the biggest drivers of returns. We aim to reduce returns by helping customers find the right fit from the start. For example, we introduced a video tool on the website that shows how bikinis look on models, making size selection easier.


We also design products for flexibility, using stretchy fabrics and adjustable features. For instance, most bikinis have adjustable buckles or ties, which allows them to fit more body types comfortably. This strategy has helped us maintain return rates below the market standard.


Eric:
AI is a hot topic—are you considering it to improve “prefitting” or personalization in the returns process?


Valerie:
We’re always exploring new developments, including AI, but our main goal is simple: help customers enjoy their activities longer, whether on slopes or in the water, by focusing on quality and durability.


We introduced fabric technology called Polygiene, which keeps garments fresher longer, reduces washing, saves water and energy, and extends product lifespan. This also allows customers to pack lighter and make smarter choices while being active.


Eric:
Activewear often shows minor wear. How do you handle returns for products like wetsuits or surf gear that have signs of use?


Valerie:
For minor damage, we avoid unnecessary returns. Our ski jackets and snow pants now come with waterproof repair patches, letting customers fix small issues themselves.


For other products, we sort returns and explore repair and refurbishment through Blackmon’s renewal and rescue workshop, giving garments a second life. Wetsuits with limited damage can be resold during sample sales at reduced prices.


Eric:
So this approach maximizes revenue retention, reduces environmental impact, and supports sustainability.


Valerie:
Exactly. It benefits the environment, the customer, and the brand—a triple win.


Eric:
Returns also have strong seasonality—summer for surfing, winter for snow sports. How do you manage peaks?


Valerie:
We forecast return peaks based on online campaigns and store returns of unsold stock at the end of each season. This ensures smooth and quick turnaround at the warehouse, efficient processing, and high customer satisfaction. Smart planning and logistics keep delays minimal and maintain a positive experience for the customer.


Eric:
Maintaining this service comes at a cost. How do you balance ultimate customer satisfaction with returns and repair costs?


Valerie:
We apply a return fee on the B2C channel. This covers logistics costs and encourages mindful purchasing, reducing unnecessary returns. Fees are regularly reviewed to remain fair and aligned with business goals and customer expectations, balancing convenience with a sustainable and efficient returns process.


Eric:
Many brands are aiming for conscious returns. Your approach aligns with that trend—customers become more aware of the costs and environmental impact of returning products unnecessarily.


Valerie:
Yes, that’s our goal: encourage responsible behavior while maintaining convenience.


Eric:
You recently launched O’Neill Switzerland. How do you handle returns for markets with longer timelines?


Valerie:
We updated our return communication. Customers now receive updates when the parcel reaches our logistics hub, arrives at the warehouse, and when the refund is processed. This reduces customer inquiries and improves transparency.


Eric:
Excellent. That concludes today’s discussion. For those with questions, listeners can reach you through your website or customer service. They can also reach me via LinkedIn or the sales email listed on our website.


Valerie:
Thanks for having me, Eric.


Eric:
Thank you, Valerie, for your insights. And thank you to our listeners and viewers. I look forward to the next episode of Beyond Threads.