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Profile of Burton Snowboards: The Global Market Leader in Snowboarding Equipment
Textiles Intelligence, July 2007, Pages: 18
Burton Snowboards is the global market leader in snowboarding equipment. It was founded in 1977 by Jake Burton Carpenter in Vermont, USA, as the world’s first snowboard factory. Since then the company—which is still owned by Jake Burton—has grown into a global business that sells its products in over 35 countries.
Burton produces soft and hard goods for snowboarding activities. In the case of its soft goods, it has a wide range of snowboarding apparel which incorporates various technical features to ensure their suitability for cold and wet conditions.
The company’s headquarters remain in Vermont, USA. In addition, Burton has two wholly owned subsidiary companies in Europe and Japan—Burton Sportartikel and Burton Japan respectively—as well as six companies which operate under the umbrella of Burton Snowboards: RED (Rider Engineered Devices), Gravis Footwear, Anon Optics, Analog Clothing, The Program, and Channel Islands Surfboards.
The company also runs several projects in the snowboarding community. These include: the Burton Global Open Series, a series of snowboarding competitions owned and organised by Burton; the Chill programme for disadvantaged inner city children; the Learn To Ride (LTR) programme, which instructs beginner snowboarders; and the Abominable Snow Jam, which is a summer competition.
Burton Snowboards looks to have a promising future. It has expanded from a small company, and has successfully driven the growth of the international snowboarding market. Nonetheless, it faces a significant challenge in the form of global warming, and the impact of global warming on the snow season and the industry as a whole. In response, Burton is looking at other markets and launching new product lines in order to diversify into sectors which are not dependent on the weather.
SUMMARY
INTRODUCTION
COMPANY DEVELOPMENT
PRODUCTS
Fabric Technology: outerwear
Storm-lite
Fabric Technology: fleeces
Burton mid-layer fabrics
Branded fabrics
Fabric Technology: base layers
Insulation
Linings which provide insulation
Outlast Adaptive Comfort technology
Active Lining System (ALS)
Custom Climate Control lining system (C3)
Wearable Technology
STRATEGY
SALES AND MARKETING
OUTLOOK
- Analog Clothing
- Anon Optics
- Burton Snowboards
- Channel Islands Surfboards
- Gravis Footwear
- RED (Rider Engineered Devices)
- The Program
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