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Per Welinder on Blitz/Black Label deal

Per Welinder, president of
Per Welinder, president of Blitz Distribution
By Tiffany Montgomery
March 16, 2010 6:50 AM

By TIFFANY MONTGOMERY

I followed up with Blitz Distribution President Per Welinder about Blitz’s announcement on Friday that skateboard brand Black Label was moving under the Blitz umbrella.

I asked Per what the deal means for Black Label and Blitz, and how business is going in general.

Why did you want to bring Black Label to Blitz?

Black Label is one of the most credible brands of all time and has a strong following worldwide. To be able to be a part of and help contribute to the future and legacy of Black Label is very exciting for us.

On a nuts and bolts level by adding Black Label strengthens what Blitz has to offer to our independent retailers as well as our international customers.

Is this deal just in regards to distribution or is there an equity partnership as well?

This is a distribution deal.

Do you have any new plans for Black Label?

The plan is to allow Black Label to focus on what they do best - design killer graphics and promote Black Label with great video content.

And with Blitz planning to sell a ton more Black Label their options to push back into selling more shirts will be an option as well.

How will Blitz help Black Label?

The timing of this could not be better for Blitz, we are up 25% so far this year and now in fast growth and hiring mode with plans to hire in sales, creative and production departments. Stronger offering breeds stronger sales. So the halo effect from our current growth and addition to our infrastructure should benefit Black Label quite a bit.

Are you looking to bring more brands under the Blitz umbrella?

Blitz is a hard goods specialist that has proven to be a great contributor to quite a few skate brands over the years and this is something we are proud of. And yes, if the right opportunity presents itself we could consider adding more brands in the future whether we start a new one or take on an established one like Black Label.

Are you seeing any rebound in hard goods sales?

The results are mixed when we talk to the shops. However, we are lucky Blitz is in a very good spot right now with the fast growth we are seeing from our newer brands Sk8Mafia and JSLV apparel, and adding Black Label to the mix will certainly be a great boost.

I am also encouraged that better construction decks seem to be gaining a bit of momentum among our competitors. We are certain that when we drop Andrew Reynolds' Helipop there will be no doubt that a skateboard can be that much better - for a price!

 

 


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