We’ve always thought of US News & World Report as a magazine that explains the complexities of the world to the geriatric crowd, seems like every cover has the latest tips on health and retirement. This month, the newsweekly looks in on that “young, hip Vermont company” Burton Snowboards and breaks it down for grandma (including a photo of CEO Laurent Potdevin looking quite fit).
The king of this $487 million industry, Burton Snowboards, has the right idea. The privately held company makes boards, clothes, and snowboarding accessories, claiming 40 percent to 70 percent market share (depending on the category). An adaptive strategy ensures the near-constant debut of new board models and fashions, allowing Burton to keep pace with ever-changing trends and to grab a piece of the increasingly lucrative kids’ and women’s markets. And in a potentially savvy move, Burton recently made an epic jump from pure snowboarding company to year-round dealer of surfing, skateboarding, and snowboarding gear.
The story goes on to discuss the history of the company, there entry into the surf and skateboard markets, and Burton’s “radically different corporate culture.” Looks like the PR department is doing their job.
[Link: US News & World Report]
