Burton Snowboards is a manufacturer of snow boards. Founded by Jake Burton Carpenter in 1977, the company specializes in product lines devoted to snowboarders: snowboards, bindings, boots, outerwear, and accessories. The company's main store is in Burlington, Vermont. The company is privately owned by Burton and his wife, Donna Carpenter, who has been active in the business since 1983.
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Company overview
Burton built the world's first snowboard factory. This is the world's largest snowboard brand. The first snowboard is a snowboard BB1, which is a narrow board with a single rope bond and a rope and grip attached to the nose. Burton's products are marketed worldwide at over 4,348 stores; 1,536 of these stores are located in the United States. In 2003 Burton allowed several online companies to sell Burton products via the internet. For years Burton was only available through local stores, but Burton felt that an online presence would allow shoppers to have an alternative rather than switching to another brand.
As well as selling Burton's products, Burton's stores sell several sub-brands that focus on specific niche markets. These sub-brands include Anon Optics (glasses and glasses glasses), RED (helmet and body armor), Analog (outerwear) and Gravis (footwear). In 2005, Four Star Distribution sold four of its skateboard brands to Burton: Forum Snowboarding, Jeenyus, Foursquare, and Blend Special. Burton, a private company, also has a surfing distributor.
The Burton line is divided into four types of categories. They are: Freeride, for the big mountains; freestyle, for a multipurpose ride; garden, for freestyle disciplines such as half pipe and garden, and Carving; to carve the mountain side. Each category has different levels of performance and price. In 2009, Burton's line included 61 snowboards on men, women, and teenagers. Board prices range from $ 300 to $ 1,500.
In February 2008, Burton acquired DNA Distribution, which included skateboard manufacturer Alien Workshop, and two other companies.
In 2008, the snowboard equipment industry has grown to $ 487 million. Burton has 40-70% of this sale, depending on the category. The average age of employees is 30 in 2008.
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History
Burton Snowboards was founded by Jake Burton in 1977. Burton was inspired by the snurfer, invented by Sherman Poppen. He modified it. In 1977 Burton moved to Londonderry, Vermont to create the first Burton Snowboards. Burton personally first made a skateboard by hand in his garage. He can not afford the right equipment - so he uses polyurethane wearing a scuba mask. One of its founders, Dimitrije Milovich, was an east coast surfer and founder of Winterstick.
In 1978, they moved to Manchester, Vermont. During the early years four or five workers sold, shaped, and improved their skateboard.
Jake Burton campaigned for a local resort to open their elevator for a snowboarding rider. The first volcano reportedly let the snowboarders enter in 1982, the Suicide Six ski area in Pomfret, Vermont. Next is Stratton Mountain, and then, Jay Peak and Stowe. When resorts begin to receive motorists, the public also does it. Burton was in place to supply them with snowboards.
In 1982 Burton marketed their product at the Snowboarding National Championships, held at Suicide Six. In 1985, the Snowboarding National Championship moved to Stratton Mountain and became the US Open Snowboarding championship operated and owned by Burton. This competition helps legitimize sport. In 1983, he married Donna Carpenter and, in the past, took his last name as his last name.
In 1985 Burton founded the European Burton Division in Innsbruck, Austria. In 1986, distribution began in New Zealand. In 1992, the Burton factory moved to Burlington. In 1994 they opened the Japanese division in Urawa-shi. By 2014, there are 400 employees in Burlington, out of 1,000 people worldwide.
In 2009, Burton has 10 companies that sell skates, outerwear, and shoes. R.E.D, Gravis, Anon, Analog, Forum, Special Blend, Foursquare, Jeenyus, and the last is Channel Islands. In 2008 Burton started making surfboards in Vermont.
In 2008, a number of complaints arose when Burton produced snowboarding boards, some with sheets illustrating self-destruction and others with sheets depicting Playboy bunnies. As a result, Burton Love was suspended for the 2012 line and replaced by Mr. Nice Guy.
Each year, Jake Burton hosts Fall Bash, to promote goodwill among employees and company friends. In 2009, Fall Bash became the subject of controversy after the company sought to censor the press about it.
In 2010, Burton announced that Burton Snowboards would stop producing in Vermont, transferring production to Austria. "[S] indirectly, we are much bigger to produce boards in Vermont than we can afford to sell them, and unfortunately, this is not sustainable in today's economy."
Burton was named Donna Carpenter as President in December 2011.
For 2013, Donna Carpenter estimates that the company has 40-45% of the snowboarding business; whose total business is $ 236 million. He said that the US market consists of 35% of businesses, Europe 30%, and Japan and Canada mostly the rest.
In May 2014, Burton named Mike Rees as CEO. Jake Burton remains the founder and chairman. In December 2015, Burton named Donna Carpenter as CEO (Mike Rees has left to be closer to the family) and John Lacy as President.
Recalling their 40th anniversary in 2016, Burton Chief Creative Officer Greg Dacyshyn stated that he wanted to keep the sporting and lifestyle aspects of the brand for years.
Marketing and promotion
To attract riders, Burton sponsored professional riders and events. The professional snowboard team sponsored by Burton includes Taylor Gold, Shaun White, Jeremy Jones, Kazuhiro Kokubo, Terje Haakonsen, Ellery Hollingsworth, Kelly Clark, Hannah Teter, and Kevin Pearce. Burton avoids having a complete sponsor with Burton/Burton affiliated brands. Nicholas Mueller drove Burton bindings/boards with Nike shoes/outerwear. Burton has been criticized for his choice of teams, such as the removal of David Carrier Porcheron and other riders in 2008.
Burton sponsored the manufacture of an organic terrain park made of stone, stumps, and logs. These gardens can be found in Killington Ski Resort, Vermont, USA; Avoriaz, France; and The Remarkables, New Zealand.
Burton Snowboards created the Learn To Ride program in 1998. They are the only snowboard company focused on teaching methods and specialized equipment for beginners. The goal is to give beginner snowboarders the best initial snowboarding experience possible so they will continue to snowboard. Burton works closely with the American Association of Snowboard Instructors, the Canadian Snowboard Instructors Association, and major resorts around the world.
The Chill Program was established in 1995 to give children the opportunity to learn snowboard. Crave to work with urban youth programs to bring children and teenagers to the local mountains and teach them to ride for six weeks. Burton provides everything needed for the experience: fixtures, lift tickets, and instructions. Founded in 1995, Chill has provided more than 12,000 underprivileged children, an opportunity to learn to snowboard. Due to the 2008 graphic controversy and concerns over the effects on youth, a local recipient broke with Burton.
In December 2016, Burton launched a pop up shop on Newbury Street in Boston.
Technology
The company started using a single channel winding system in the 2008 model year. In 2009, the system was installed in other snowboard tracks. Binding systems are offered with this system designed to give the rider more control and greater board feelings. This binding system called EST removes the weight by attaching the binding to the board from the binding side rather than the middle, removing the center baseplate. One can also move the binding in the other direction from before, back and forth. Binding can adapt to specific needs.
See also
References
History of Burton Snowboards. The rise of snowboarding and the role of Jake Burton!
External links
- Official website
Source of the article : Wikipedia
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