Burton Snowboards

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Burton Snowboards Inc.
Type Private
Founded 1977
Headquarters Burlington, Vermont
Key people Jake Burton Carpenter, Founder and Chairman
Laurent Potdevin, President and CEO
Industry Sporting goods
Products Snowboard equipment, apparel, accessories
Employees 382 (2007)
Website http://www.burton.com/

Burton Snowboards is a manufacturer of snowboards.[1][2] Founded by Jake Burton Carpenter in 1977, the company specializes in a product line aimed at snowboarders: snowboards, bindings, boots, outerwear, and accessories.

The company's flagship store is in Burlington, Vermont.[3] Snowboards are manufactured "10 miles (16 km) down the road."

Contents

[edit] Company overview

Aside from selling goods under its own brand name, Burton stores sell several sub-brands which focus on specific market niches. These sub-brands include Anon Optics (snowboard goggles and eyewear); RED (helmets and body armor), Analog (outerwear) and Gravis (footwear). In 2005, Four Star Distribution sold four of its snowboard brands to Burton, including Forum Snowboarding which designs hardgoods and softgoods, outerwear and streetwear. Burton, a privately-owned company, also owns a surfing distributor.

Board prices range from $300 to $1,200.[3]

In February 2008, Burton acquired DNA Distribution, which includes the skateboard manufacturer Alien Workshop, and two other companies.[4]

In 2008, the winter sports industry had grown to $487 million.[3] Burton had 40-70% of these sales, depending on the category.[3]

Average age of employees was 30 in 2008.[3]

[edit] History

Burton factory in 2009, including faux double chairlift between streetlights

Burton Snowboards[5] was founded by Jake Burton Carpenter in 1977.[3] Carpenter was inspired by the snurfer,[3] invented by Sherman Poppen. He modified it. In 1977 Carpenter moved to Londonderry, Vermont to make the first Burton Snowboards. Carpenter first made snowboards by hand in his garage. He couldn't afford the proper equipment—so he applied polyurethane wearing a scuba mask. His co-founder Dimitrije Milovich, was an East coast surfer and founder of Winterstick.

In 1978, they moved to Manchester, Vermont. During the early years 4 or 5 workers sold, shaped, and repaired their snowboards.

Carpenter campaigned for local resorts to open their lifts to snowboard riders. The first mountain to have reportedly let snowboarders in was in 1982, the Suicide Six Resort in Pomfret, Vermont. Next was Stratton Mountain, and later, Jay Peak and Stowe. When resorts started to accept riders, the public did too. Burton was in place to supply them with snowboards.

In 1982 Burton was marketing their product at the National Snowboarding Championships were organized at the Suicide Six Resort. In 1985 the National Snowboarding Championships moved to Stratton Mountain and became the U.S. Open Snowboarding championships which was operated and owned by Burton. This competition helped legitimize the sport.

In 1985 Burton established the European Division of Burton in Innsbruck, Austria. In 1986 distribution started in New Zealand. In 1992 the Burton factory relocated to Burlington VT. In 1994 they opened the Japan division in Urawa-shi.

In 2009, Burton owned 10 companies that sold snowboards, outerwear, and shoes. R.E.D[6], Gravis[7], Anon[8], Analog[9], Forum[10], Special Blend[11], Foursquare, Jeenyus, and most recently Channel Islands[12]. Channel Islands is a surfboard company, and surfboards seems to be Burtons next goal. In 2008 Burton began to make surfboards in Vermont.

In 2008, a number of complaints arose when Burton produced snowboards with topsheets illustrating self-mutilation and bunnies.[13]

Each year, Jake Burton has hosted the Fall Bash, to promote good will among employees and friends of the company. [14] In 2009, the Fall Bash became the subject of controversy after the company attempted to censor press about it. [15]

[edit] Marketing/Promotion

In order to attract rider interest, Burton sponsors professional riders and events. Burton's sponsored professional snowboard team includes Shaun White, Jeremy Jones, Terje Haakonsen, Ellery Hollingsworth (snowboarder), Kelly Clark, Hannah Teter, and Mason Aguirre. Burton has come under criticism over for its choices regarding the team, such as the removal of David Carrier Porcheron[16] and other riders in 2008.

Burton sponsored the creation of organic terrain parks made of rocks, stumps, and logs. These parks can be found at Killington Ski Resort, Vermont, USA; Northstar at Tahoe, USA; Avoriaz, France; The Remarkables, New Zealand and Flachauwinkl Resort, Austria.

The Chill program was founded to provide kids with the opportunity to learn to snowboard. Chills works in conjunction with inner city youth programs to take kids and teens to local mountains and teach them to ride over a 6-week period. Burton provides everything needed for the experience: gear, lift tickets, and instruction. Founded in 1995, Chill has provided over 12,000 underprivileged kids the opportunity to learn to snowboard. Because of the 2008 graphics controversy and concern over effects on youth, a local beneficiary severed its ties with Burton.[17]

[edit] Technology

The company started using a single-channel binding-mounting system on its 2006 models. In 2007, this system was installed on other snowboard lines. A binding system was offered with this system. The bindings were designed to give the rider more control as well as greater board feel.[18]

[edit] Footnotes

  1. ^ Reingold, Jennifer (June 2006), "Burton Snowboards", Fast Company (New York) (108): 58, OCLC July 24, 2007, http://www.fastcompany.com/magazine/108/open_customers-snowboards.html 
  2. ^ Shay, James D. (2008-01-06). "Burton's crusade could pay off - The Connecticut Post Online". www.connpost.com. http://www.connpost.com/jimshay/ci_7904120. Retrieved 2009-02-09. 
  3. ^ a b c d e f g Marquardt, Katy (September 29, 2008). King of the Hill in Snowboards. US News and World Report. 
  4. ^ Burton :: Burton Acquires Alien Workshop and Habitat
  5. ^ http://www.burton.com/default.aspx
  6. ^ http://www.redprotection.com/Region.aspx?return=%2fDefault.aspx
  7. ^ http://www.gravisfootwear.com/
  8. ^ http://www.anonoptics.com/
  9. ^ http://www.analogclothing.com/home
  10. ^ http://www.forumsnowboards.com/
  11. ^ http://www.special-blend.com/
  12. ^ http://www.cisurfboards.com/
  13. ^ Ober, Lauren (November 19, 2008). Council asks Burton to discuss snowboard images. Burlington Free Press. 
  14. ^ http://www.yobeat.com/2009/10/jakes-fall-bash-recession-proof/
  15. ^ http://www.jaredsouney.com/2009/10/burton-snowboards-control-denied/
  16. ^ http://www.yobeat.com/2009/09/dcp-says-yes-to-hump-day/
  17. ^ [1]
  18. ^ Sierra Snowboard

Burton Snowboards. "Back in the Day." Burton Press Kit (2007): 3-39.

[edit] External links

Factory 1b.svg Companies portal

-"TRAFIC"-

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