An article today by yobeat.com outlined a restructure at Burton Snowboards. Here is a summary of the changes which will take place.
An announcement from Burton Snowboards today details great changes for one of the largest snowboard companies in the world. After many years of the brand building and helping to establish other action sports brand under it’s wing, Burton has decided to pull the plug on some of their snowboard and outerwear brands in order to concentrate on their key brands.
An unpredictable economy appears to be but is not limited to what had lead to the restructure as Burton changes its formula.
The companies affected include: Analog, Gravis, RED, and The Program brands.
Burton has decided to drop The Program brands which were purchase by Burton in 2004. Burton purchased these brands in order to prevent the brands from being taken over by larger ski companies. The Program includes Foursquare, Forum and Special Blend all of which Burton plans to exit. Team riders will be working with Burton in order to create an exit strategy.
Analog will also see changes as they will return back to their roots as a snowboarding specific brand; exiting out of the surf and skateboard market in order to concentrate on snowboarding.
Gravis, a lifestyle brand owned by Burton, will move to an Asia specific brand following it’s most successful market place.
RED will see a reduction in helmet production only producing them on a limited basis as Anon will take on helmet sale responsibilities for Burton.
Jake Burton, founder of the globally renowned snowboard company, took responsibly for the realignment of Burton.
“Clearly, the most difficult aspect of this decision and transition is the people affected. The employees and team riders associated with these brands have poured their guts into making it happen. Their level of commitment has been extraordinary, and we will do everything we can to help support them through this transition. There is never a good time for moves like this, and we could have delayed the announcement, but it isn’t our style to perpetuate a myth. Clearly this transition will pose challenges along the way, but in the long run, everyone will see the results of our commitment to our core business.”