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Burton Snowboards Launches New Clothing Company For Kids |
PR: Ride CEO Jamie Salter Steps Down (5-24-96) PR: Vans Completes Public Offering of 2.8 Million Shares |
| Burton introduces Backhill, a direct sales clothing company for kids.
For years, Burton Snowboards has been hit with requests from younger riders
and parents to make real snowboard clothing for kids under twelve. Burton
is known for addressing the needs of all types of riders (including a full
line of kids' boards, bindings and boots) but producing full-featured kids'
snowboard clothing presents different challenges, which benefit from a unique
approach. Backhill was created to meet the following demands:
-There is a small but dedicated market of young riders looking for technical snowboard clothing which, until now, has only been available in adult sizes. -The limited numbers make the production of technical snowboard clothing for 6-12 year-olds extremely expensive--although the final consumer prices for kids' clothing need to be very reasonable. -Burton is dedicated to developing the long-term future of the sport--not exploiting short-range quick-growth opportunities. -Kids' clothing needs to have a different image and function than adult brands. Just shrinking and cheapening Burton clothing and slapping a "kids" label on it wasn't going to work. Investing in the next generation of riders, Backhill will produce technical kids' clothing--distributed through a direct mail catalog designed to educate new riders on the sport. An integral component of the program is the fact that Burton's exclusive retail distribution will also be promoted: -Burton hardgoods and products will still be distributed only through Authorized Burton Dealers--and while hardgoods will not be available through Backhill--they will be prominently featured in action shots and product discussions in the Backhill Catalog. -Authorized Burton Dealers will be listed in the Backhill Catalog. -The direct catalog will allow Backhill to maintain reasonable prices despite limited production--reducing the obstacles to parents and kids who want to start snowboarding. -The Backhill Catalog will reach families who are not already familiar with snowboarding. With Backhill, Burton will finally provide the technical clothing that kids have been waiting for, while bringing new riders into the sport of snowboarding. Backhill's offices and kids-only factory showroom will be located in Stowe, Vermont. Look for Backhill ads and catalog this Fall.
For additional information, please contact: Burton Snowboards (802) 862-4500 |
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