We've all just got back from the European trade shows, and also had reports back from the US. Overall, I was impressed with realistic, steady investment from most brands which looks set to deliver the right gear and clothing to their target audiences.

But, when stepping back from the individual brands and looking at some of the holding companies which own several brands, I'm wondering if one hand is talking to the other. Take the Jarden Corporation, which owns K2, Line, Full Tilt, Marker, 5150 Snowboards, Ride and Volkl amongst a truly impressive set of large companies in fishing, outdoor, clothing, plastic coating, monofilaments, homeware... Basically, if it can be made, Jarden probably have a process somewhere that can do it. As far as I know, it's the biggest single operation involved in snowsports.

K2 are the biggest operators in the snowsport market in the USA, and Volkl are significant in Europe. Traditionally K2 have been innovative, edgy and widely appealing - and this doesn't look like letting up (see here) and Volkl have been higher end, a tad conservative and for advanced skiers, with a bent towards the piste. Volkl has always been a bit pricey in Europe and very expensive in the States and Canada. But there is now definite blurring going on. Both brands are heading at the burgeoning all-mountain and freeride market, and both have a significant presence in freestyle. The only real area of difference is with some expensive, high-tech solutions from Volkl in their performance piste and top end freeride models (like the Racetiger and Grizzly).

In the US and mainland Europe I'm guessing this blurring makes more sense, because the brands are stronger in their respective markets. Graphically they're still quite separate, it's just the same demographic they're after.

Closer to home, Amer Sports have two of the biggest wintersports brands. Salomon is massive across the whole spread of activities in hardware and clothing worldwide; Atomic is the biggest ski brand globally. Salomon is more about freeskiing and Atomic has been all about the piste. The R&D teams can share technology and manufacturing, but they have their own remits. And what do you know; Atomic is aiming squarely at freeride and freestyle. They've just won the most medals of any manufacturer at the X-Games, so they're not doing things by halves, with the right teams in place to deliver.

Rossignol, recently de-merged from Quiksilver with sighs of relief all round, own Dynastar and Lange. Again, all brands seem to be aiming at the freeride market, an area Rossignol took early charge of with the Bandit series, and then let go. They want it back, but so, obviously, does 'born under Mont Blanc' Dynastar.

I predict a riot. Internal rifts are far more spiteful and informed than external market battles, and the casualties carry deeper wounds. Without clear guidance over the following couple of years, all these exciting brands will be spending more time scrapping themselves than trying to deliver the right stuff for us.

Read more of Richard's blogs:

The trade shows reveal all, world previews of 2011 gear!

Stop calling me up...

The snow is getting us fired up...

Christmas cards delivered by ski

Are the biggest players in the industry thinking straight?