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Details on Industry Insight.
BURTON ACQUIRES ALIEN WORKSHOP AND HABITAT
Company Increases Its Commitment to Boardsports by Acquiring Leading Skateboard Manufacturer, DNA Distribution
Dayton, Ohio (February 5, 2008)-DNA Distribution, which includes skateboarding brands Alien Workshop, Habitat and Reflex, today announced that the company has been acquired by Burton.
The two companies began discussions over a year ago and found that they share a common approach in the way that they contribute to boardsports culture, including a commitment to creating long-lasting relationships with their teams of international athletes. In addition, both are committed to advancing and innovating hardgoods technologies, as well as the artistry and creativity associated with these sports; supporting a solid team of amateur riders; and providing best customer service practices.
DNA Distribution will continue to operate in Dayton, Ohio and CEO and Co-Founder Chris Carter will continue to oversee the DNA brands, which include Alien Workshop, Habitat and Reflex Bearings.
"We are very excited to bring the DNA family of brands to Burton - a company that we truly respect," says Chris Carter, Chief Executive Officer for DNA Distribution. "Burton clearly leads their market in terms of team, innovation, marketing and values. Joe, Mike and I look forward to leveraging Burton's strengths to reach the full potential for the DNA brands: Alien Workshop, Habitat and Reflex."
"Through surfing and snowboarding we have learned that hardgoods are the foundation of all boardsports, and with the addition of DNA to our family, we are on our way to delivering skaters what they want and expect," says Jake Burton, Founder and Chairman of Burton. "As with Al Merrick and the crew at Channel Islands, the relationship with Chris, Mike and Joe at DNA has been a natural fit right from the start. Everyone around here is committed to growing Burton into a true boardsports company, so I am confident that we can provide a home where DNA and their team of skaters can build upon what they have already excelled at in the skate industry."
"We couldn't have found a better company to work with than DNA," says Laurent Potdevin, Burton's Chief Executive Officer. "Burton and all of its brands are authentically committed to snowboarding, surfing and skateboarding without distractions from other sports, products or categories. This acquisition completes a strategy that we have been very focused on for quite some time and marks a new milestone in the evolution of Burton and its family of brands."
About DNA Distribution
Dayton, Ohio based DNA Distribution is one of the world's leading suppliers of skateboards and accessories. Originally founded in 1990 by Chris Carter and Mike Hill, Alien Workshop was the original DNA brand. The Workshop pushed all boundaries of skateboard aesthetic, thought, and design. The Sovereign Sect has grown to include two other brands: Habitat Skateboards and Reflex. Habitat was introduced in 1999 under the creative direction of Joe Castrucci. The brand stands for skateboarding and eco-conscious design. Habitat offers a full line of skateboard equipment, softgoods, and accessories. Reflex offers a focused line of hardgoods that includes bearings, tools, trucks, and grip tape. In addition to their own brands, DNA also distributes all the leading brands of trucks, safety equipment and grip tape. DNA's brands are proud to support the world's best skateboarders.
In 1977, Jake Burton Carpenter founded Burton out of his Vermont barn. Since then, Burton has fueled the growth of snowboarding worldwide through its groundbreaking product lines, its team of top snowboarders and its grassroots efforts to get the sport accepted at resorts. In 1996, Burton began growing its family of brands to include boardsports and apparel brands. Privately held and owned by Jake, Burton's headquarters are in Burlington, Vermont with offices in California, Austria, Japan and Australia. For more information, visit www.burton.com.