Lauren Lidford has made a name for herself in the UK snowboard industry as the founder of Ragdoll Agency. Representing some of the biggest brands in the business, she’s built a reputation for her passion, work ethic, and commitment to building strong relationships with retailers. We caught up with Lauren to chat about her journey into the industry, her experiences as a woman in snowboard sales, and her plans for the future of Ragdoll.
SIGB: Hi Lauren, thanks for chatting to us today. How’s the season going for you so far?
Lauren Lidford: It’s my pleasure, it’s great to chat to you! So far, it has been a busy season for Ragdoll with a lot of exciting opportunities for next season too.
SIGB: Have you had any time to get on snow for yourself?
LL: I attended Shops First Try in January in Austria which is a great event as it gives the retailers an opportunity to test next seasons kit plus it allows us to all reconnect while doing something we love! My partner and I spent a magical week in Ruka (Finland), and we always finish the season off in Kaunertal with The Reason Magazine.
SIGB: When and where did you learn to snowboard?
LL: I was pretty late into the game and learnt to snowboard “in a day” when I was 26 at The Snow Centre in Hemel Hemstead. After going back a few more times, I was hooked, it literally changed the course of my life.
SIGB: How did you get involved working in the snowboard industry?
LL: I had just finished a season in Whistler and met a guy while checking in for my flight home, we got chatting and he said he worked for an action sports advertising company called ‘Factory Media’ and they were looking for salespeople. I applied as soon as I got home and got the job. I started selling classified ads, which was perfect as I started forming great relationships with retailers who I would eventually sell the brands I work with under Ragdoll.
SIGB: You started Ragdoll Agency in 2018, how did you secure your first brand and why do you think they chose you to represent them?
LL: I had been working with a distributor selling Lib Tech, GNU and Roxy snowboards, but things weren’t working out for me there, so I decided to leave. I really respected the European Mervin crew, especially Marian Kaeding (General Manager EMEA) and so I expressed my love for the brand, their strong environmental message, their team riders, everything, and then we parted ways. Six months later, Marian called me and offered me the position as direct agent, so I got on with setting up Ragdoll. It’s been seven years and I am so proud of everything I have achieved.
I believe Marian chose me to represent Mervin because he could see my passion for the brand, the relationships I have with my retailers and my work ethic.
It helped that I was a big fan of GNU and how the brand really pushed women’s progression in snowboarding.
SIGB: Who does Ragdoll currently represent and what do you look for in a brand that you would like to work with?
LL: I am so lucky with all the brands I represent. Mervin has been my baby since 2015, it is still a pinch me moment that I get to represent one of the strongest brands in snowboarding that is constantly elevating its technology.
I took on 686 Technical Outerwear in 2021, and this is a brand which I love working with because the styles and technology throughout their outerwear is incredible, and they carry such a strong women’s line, designed by women, for women. Founder, Mike Akira West, is still very much at the forefront of the brand and turned 686 Certified B Corporation in 2024 which meets ‘high standards of social and environmental performance, transparency and accountability’. Working with a brand who has this level of impact is inspiring.
AUTUMN Headwear was such a cool brand to take on in 2024 and had an impactful first season within the UK; the styles and colour ways are strong and stand out on shelves within the stores.
I had also been working with GIRO Snow with Zyro Fisher (UK distributor) however, in 2024, GIRO had made the decision to go direct, and my colleagues over at 686 and ZF had put my name forward. It has been a pivotal learning year for me with Ragdoll as GIRO is owned by Revelyst so the expectations during the transition were extremely high. Thankfully, Darius Heristchian (Sr. Sales Manager – Giro Snow EMEA/APAC) has been incredibly significant in how I can restructure Ragdoll and my sales for GIRO and each brand I work with.
I have also just been appointed to take on ROARK, an adventure-lifestyle brand which has huge potential within the UK. This will allow me to work within a new category for Ragdoll, so I am excited to see where this next chapter takes me. Huge thanks to Pacome and PC for their trust in me with 686 & AUTUMN, and now ROARK.
SIGB: There are not many other women in the UK snowsports industry in the same position as you, why do you think that is?
LL: I think it's partly because the industry is small and there are already so many agencies set up that have been working with brands for so many years building trust and longevity. However, it’s not all bad because have you seen how many bad ass women are representing in other areas!?
Mia Brookes is destroying everything in her path like a cyclone, Joy Dutch writes incredible articles for a number of media outlets, Laura Evans from TSA Milton Keynes is the companies top seller, Izzi Jones (insane park rider from The Chill Factor) has set up and hosts ‘The Snow Cone Social’ for women who want to gain confidence and a community and make friends in snow domes, and not forgetting Lorraine and Hannah who run core snowboard shops ensuring women’s products get just as much space as the men’s. There are so many women absolutely crushing it in other areas of the industry and I am in total awe of them.
SIGB: What do you think the industry could do to attract and support more women in sales, and what barriers do you see that need to be addressed?
LL: There are so many different parts of our industry, so whether its sales or writing for mags, its uplifting to see women in any capacity.
I think getting more women involved in the sport is where we should start, whether that's supporting women to host more female lead events, or women specific demo days, and go from there to attract more women into the snowsports community.
SIGB: What advice would you give to someone who was interested in starting their own sales agency in the outdoor industry?
LL: Research your favourite brands and find a connection. Get involved wherever you can, attend demo’s and events, movie premiers, and offer to help brand reps out, make yourself known and don’t be afraid to take risks.
SIGB: What are your plans for the future of Ragdoll Agency?
LL: It’s just me driving Ragdoll so I am just excited to grow with the brands I already represent, I want to give each brand the time and attention they deserve.
Keep up with Lauren over @Ragdoll_Agency and find our more about Ragdoll here.