Burton

Burton Snowboards Portland


Burton Snowboards
Since 1977, Burton Snowboards has been manufacturing quality snowboards. The company was founded by Jake Burton Carpenter, and it best known for its snowboarding product line of snowboards, boots, bindings, accessories, and outerwear. The main store is located in Burlington, Vermont.

At the start, Burton made his snowboards by hand, working in his home garage. His co-founder, whose name is Dimitrije Milovich, was also the founder of Winterstick. The two relocated to Manchester, Vermont in 1978. The company’s first years were lean with only a handful of people selling and making the boards.

It is said that Burton Carpenter went about the area campaigning local resorts to allow snowboard riders. As more and more resorts did so, Burton was able to sell to those riders, thus getting the business off the ground. In the year1985, the well known National Snowboarding Championships became known as the U.S. Open Snowboarding Championships. Burton owned and operated it and its operation is said to have helped a great deal in legitimizing the snowboarding sport.


Burton Snowboards Company Overview

It has been said that Burton is the very first (in the whole world) snowboard factory. It has also been reported that it is the world’s largest brand of snowboards. The company has more than 4300 stores globally, with more than 1,530 stores within the US.

Until 2003, the company refused to sell its products online, preferring to only sell local stores. However, in 2003, the company changed this policy and products are now available online.

In addition to selling its own line of products, Burton also offers many sub-brands, all of which are associated with specific market niches. The major sub-brands that they offer include: Anon Optics (eyewear and goggles; RED body armor and helmets; an outerwear line known as Analog, and the footwear line, Gravis. Also, back in 2005, Burton bought from Four Star Distribution four snowboard brands. These were Forum Snowboarding, Foursquare, Jeenyus, and Special Blend.

One reason its snowboards are so popular is that Burton offers four types of boards. These include the Freeride, which is used on big mountain; the freestyle, which is used by those wanting a more versatile ride; the park, used by those who enjoy freestyle riding such as park and half-pipe; and carving, which is a good option for those who enjoy carving along the mountains. Each category has its own levels of price and performance. In total, Burton has 61 snowboards for men, women, and children (as of 2009).

Burton Snowboards acquired DNA Distribution in 2008, and this included skateboard manufacturing company, Alien Workshop. That same year, it also acquired two other companies.

Burton also established (in 1985) the European Division of Burton. This was located in Innsbruck, Austria. Distribution to New Zealand began in 1986. A Japanese division was opened in 1994 in Urawa-shi.


Burton Snowboards Controversy

Several complaints were lodged with the company in 2008. They revolved around some of the artwork that was being used on some of the boards. Some illustrated self-mutilation while other topsheets showed Playboy bunnies. The line was stopped in 2012, replaced with Mr. Nice Guy line of art.


By 2009, the Burton Snowboards company owned at least 10 companies.

Burton announced in 2010 that it was moving its manufacturing interests to Austria where it was said production costs would be much lower.


Burton Snowboards Marketing

As a way of attracting new riders to snowboarding, Burton Snowboards has sponsored some of the biggest names in the business. These include famed riders such as Shaun White, Hannah Teter, Jeremy Jones, Kazuhiro Kokubo, Terje Haakonsen, Ellery Hollingsworth, Kelly Clark, and Kevin Pearce. But even this has not been without some controversy such as when Burton removed David Carrier Porcheron and some other boarders in 2008.

In 1998, Burton Snowboards started a very unique program that they called Learn To Ride. Burton Snowboards (at that time) was the only snowboard manufacturer that taught instruction methods for moderately skilled riders as well as beginner-specific equipment topics. Their goal was simply to provide to beginning snowboarders the information that they would need to have the most enjoyable time. In 2005, they started the CHILL program for children, giving them the chance to learn snowboarding. The program works with inner city programs and takes kids and teens to local parks and mountains to teach the youngsters how to ride. The company provides everything.

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