Dynamic Yet Feminine
Bombshell
By Andrea Peters

What’s your name and title?

Jerris Greenblat, co-owner.

How did your company get its name?

We wanted the name to be one word that was very dynamic yet feminine, and we came up with Bombshell.

How did you get started in the snowboard industry?

I was in the retail end of it, and I ended up going to work for Vision Sports to design its Sims outerwear, and as a merchandiser for the streetwear line. I left there in 1990 to start my own freelance design business.

What kind of start-up capital did you have, and how did you fund the first year of business?

I didn’t have any start-up capital; I just got jobs working for companies, and that’s how I funded the first year.

What would you do differently if you could start up all over again?

Not start in outerwear, but make something that’s easier to manufacture and has a quicker turnaround time.

Who are your customers, and how do you see your product differentiating itself in the market?

We have three main types of customers. There is the young girl who wants fashion, but needs function, the girl who prefers streetstyle, but needs the fit and function; of a women’s line; and the technical customer who has more money, comes from a ski background, and knows what she needs. We really strive to put a lot of detail in quality, so our clothes function as well as look good. We also have a variety of collections in our line.

If your company is successful, what will it look like in five years?

We plan to expand our product line to offer casual wear and functional clothing for summer sports like mountain biking and maybe skateboarding.

What are three key things you have to do to get there?

Get a good sales force, put a good line out, and deliver our orders on time.

How will the snowboard market for your products be different in five years?

I think the growth is going to level out, and there won’t be as many new customers. They will be more mature and knowledgeable, so we have to keep a good piece of the pie.