Burton Snowboards

Burton Snowboards

Company type	Privately held company
Industry	Snowboard manufacturing, sporting goods
Founded	1977 (1977)
Founder	Jake Burton Carpenter
Headquarters	Burlington, Vermont , United States
Area served	Worldwide
Key people	Donna Carpenter (CEO), Greg Dacyshyn (Chief Creative Officer), John Lacy (President)
Products	Snowboards, snowboarding gear, clothing, accessories
Number of employees	1000 (2014)
Website	burton.com

Burton Snowboards is a privately held company specializing in snowboard manufacturing, established by Jake Burton Carpenter in 1977. The firm concentrates on producing snowboarding gear, clothing, and related accessories. Its main office and flagship retail location are situated in Burlington, Vermont. Jake Burton Carpenter managed the business until his passing in 2019; thereafter, his wife Donna Carpenter, who has been actively involved since 1983, assumed key leadership responsibilities.

History

Jake Burton founded Burton Snowboards in 1977, drawing inspiration from the Snurfer invented in 1965. The company began operations out of a garage in Londonderry, Vermont, where Burton crafted the initial snowboard using polyurethane as a cost-effective material. In 1978, the company moved its base to Manchester, Vermont.

A significant milestone was Jake Burton’s role in convincing ski resorts to permit snowboarders on their lifts, starting with Suicide Six Ski Area in Vermont in 1982. This breakthrough facilitated greater public acceptance and helped establish Burton as a dominant supplier. The brand’s reputation was further enhanced by sponsoring major snowboarding events like the National Snowboarding Championships and the U.S. Open Snowboarding Championships.

Burton expanded internationally beginning in 1985 by opening a European branch in Innsbruck, Austria, followed by market entries into New Zealand in 1986 and Japan in 1994. The production facility was relocated to Burlington, Vermont in 1992. By 2014, Burton employed around 1,000 people worldwide.

In 2008, the company encountered backlash over some snowboard designs that featured controversial imagery; this resulted in discontinuation of certain product lines by 2012.

By 2009, Burton had acquired ten subsidiaries manufacturing snowboards, outerwear, and footwear. The firm also ventured into surfboard production.

Manufacturing operations were shifted from Vermont to Austria in 2010 and subsequently partially relocated to China to reduce production expenses.

Donna Carpenter was named president in 2011 and later elevated to CEO in 2015. As of 2013, Burton controlled an estimated 40-45% of the $236 million snowboarding market, with principal markets including the United States (35%), Europe (30%), Japan, and Canada.

In May 2014, Mike Rees took over as CEO but left by late 2015; Donna Carpenter then resumed the CEO position while John Lacy became president.

Marking its 40th anniversary in 2016, Burton reaffirmed its commitment to balancing sport performance and lifestyle branding under Chief Creative Officer Greg Dacyshyn.

Founder Jake Burton Carpenter died from cancer in November 2019.

In recent corporate news, Burton intended to relocate Higher Ground, Vermont’s largest music venue, to its Burlington campus as part of a new entertainment complex. Although regulatory bodies approved the plan by 2022 and courts upheld permits with noise and traffic mitigation conditions in July 2023, Burton withdrew from the project less than one week afterward.

Technology

The initial Burton snowboard, known as the BB1, utilized single-strap bindings secured by a rope and handle positioned on the nose. In 2008, Burton launched a binding-mounting innovation called EST® (Extra Sensory Technology), which was rolled out across their snowboard range in 2009. This system improves rider responsiveness and board sensitivity by attaching bindings from the sides, removing the central baseplate, and thus reducing overall weight.

Company overview

Burton ranks as the second-largest snowboard producer in the United States, distributing its products worldwide through more than 4,348 retail outlets—1,536 of which are located domestically. In 2003, the company broadened its commercial approach by incorporating online sales via selected partners, offering customers an additional purchasing option and reinforcing its market footprint.

Within its retail network, Burton operates several sub-brands that cater to specialized segments: Anon Optics (goggles and eyewear), RED (helmets and protective gear), Analog (outerwear), and previously Gravis (footwear). In 2005, Burton expanded its portfolio by acquiring four brands from Four Star Distribution: Forum Snowboarding, Jeenyus, Foursquare, and Special Blend. The company also owned Channel Islands, a surfboard manufacturer, until it was sold in 2020.

Burton’s product offerings are divided into four main categories: freeride (big mountain terrain), freestyle (all-around riding), park (half-pipe and slopestyle disciplines), and carving (mountain carving). Each category includes multiple performance tiers and price ranges. By 2009, the collection comprised 61 models for men, women, and youth, with prices spanning from $300 to $1,500.

In February 2008, Burton entered the skateboarding market through the acquisition of DNA Distribution, which encompasses Alien Workshop, Habitat Skateboards, and Reflex. That year, the snowboard equipment sector was valued at $487 million, with Burton holding between 40% and 70% market share depending on the segment. The average age of the company’s employees was approximately 30 years.

Marketing and promotion

Burton Snowboards maintains a strong market presence by sponsoring elite athletes including Zeb Powell, Mark McMorris, Taylor Gold, Shaun White, Jeremy Jones, Kazuhiro Kokubo, Terje Haakonsen, Ellery Hollingsworth, Kelly Clark, Hannah Teter, and Kevin Pearce. Rather than endorsing entire teams, Burton opts for selective sponsorships but has encountered criticism regarding certain contract decisions, such as the dismissal of David Carrier Porcheron in 2008.

The brand bolsters its image through creative initiatives like "The Stash," a collection of natural terrain parks built using organic materials at prominent resorts such as Northstar (California), Jackson Hole (Wyoming), Killington (Vermont), Avoriaz (France), and The Remarkables (New Zealand). These parks support Burton’s competitive edge by delivering distinctive snowboarding environments aligned with its strategic goals.

Burton’s charitable efforts include the Chill program launched in 1995 to introduce snowboarding to more than 12,000 disadvantaged youth. Despite its positive community impact, this initiative faced challenges when some partners withdrew support following controversy over graphics in 2008. Additionally, the Learn to Ride program started in 1998 focuses on novice snowboarders by providing tailored equipment and teaching methods. This program collaborates with the American and Canadian Associations of Snowboard Instructors along with international resorts to foster early customer engagement and nurture long-term growth.

To expand its retail presence globally, Burton opened a temporary store on Boston’s Newbury Street in December 2016, enhancing direct consumer engagement and strengthening brand visibility in a competitive marketplace.

Controversy

In January 2022, BBC News covered Burton's market entry into China, emphasizing the company's efforts to promote Xinjiang as a prime location for winter sports ahead of the Winter Olympics. Craig Smith, CEO of Burton's Chinese branch, expressed that the company did not wish to sever ties with the region despite ongoing allegations of human rights violations, including the Uyghur genocide.

The issue of forced labor involving the local Uyghur community in Xinjiang's cotton sector raises concerns that seem at odds with Burton's affiliation with the Better Cotton Initiative, which seeks to maintain a global cotton supply chain free from coerced labor practices.