Ellis Brigham

Ellis Brigham separates its ski collection into clothing and equipment, while trail running, climbing and hiking have their own routes. That structure suits a shopper assembling a list for one activity rather than browsing all outdoor products. The site also places ski reviews beside the new-season range and provides appointments and product-care entrances. Begin with the activity and the type of kit needed, then use the relevant review or guide to investigate the shortlist. Care information is useful for an existing item as well as a new purchase.

Its ski-boot guide goes beyond shoe size: boot volume and last width matter, but so do the instep, heel, ankle and calf. It also explains heat moulding and workshop adjustments. That makes the guide useful preparation for a fitting appointment, rather than a substitute for checking the boot on your foot.