Burton Snowboards
| File:Burton.JPG | |
| Company type | Private |
|---|---|
| Industry | Sporting goods |
| Founded | 1977 |
| Headquarters | Burlington, Vermont |
Key people | Jake Burton Carpenter, Founder and Chairman Laurent Potdevin, President and CEO |
| Products | Snowboard equipment, apparel, accessories |
Number of employees | N/A |
| Website | http://www.burton.com/ |
Burton Snowboards is a leading manufacturer[1] of snowboards.[2][3] 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.[4] Snowboards are manufactured "10 miles (16 km) down the road."
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), and others that manufacture outerwear and footwear. In 2005, Four Star Distribution sold four of its snowboard brands to Burton, including Forum Snowboarding which designs both hardgoods and softgoods, as well as outerwear and streetwear. Burton, a privately-owned company, also owns a surfing distributor.
In February 2008, Burton acquired DNA Distribution, which includes the skateboard manufacturer Alien Workshop, and two other companies.[5]
In 2008, the winter sports industry had grown to $487 million.[4] Burton had 40-70% of these sales, depending on the category.
History
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 2008, a number of complaints arose when Burton produced snowboards with topsheets illustrating self-mutilation and Playboy bunnies. [6]
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, and Mason Aguirre.
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 it concern over affects on youth, a local beneficiary severed its ties with Burton.[7]
Technologies
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.[8]
Footnotes
- ^ Fahy, Jill (August 4, 2007). 'Snowboarder mecca' Burton's annual sale draws thousands. Burlington Free Press.
- ^ Reingold, Jennifer (June 2006), "Burton Snowboards", Fast Company, no. 108, New York, p. 58, OCLC July 24, 2007
{{citation}}: Check|oclc=value (help) - ^ Shay, James D. (2008-01-06). "Burton's crusade could pay off - The Connecticut Post Online". www.connpost.com. Retrieved 2009-02-09.
- ^ a b Marquardt, Katy (September 29, 2008). King of the Hill in Snowboards. US News and World Report.
- ^ Burton :: Burton Acquires Alien Workshop and Habitat
- ^ Ober, Lauren (November 19, 2008). Council asks Burton to discuss snowboard images. Burlington Free Press.
- ^ [1]
- ^ Sierra Snowboard