Skip to content Skip to navigation

Evo CEO on snow market trends

Print Friendly and PDF
  • Snowboards at evo in Seattle - Photo courtesy of evo

In reporting our state of snowboarding story, we wanted to check in with a key retailer in the industry to get a quick take on how the current season is going so far.

We keep hearing that Seattle-based evo is a forward-thinking retailer, so we asked CEO Bryce Phillips some questions about business, and have his answers below.

Evo recently announced it is expanding to Portland, and that its new, indoor skate park has opened underneath its Seattle location.

(SES Executive members can read the state of the snowboard industry story here.)

How is the season turning out for evo so far?

Bryce Phillips: We've had an overall good year at evo but the lack of snow has definitely been impacting us, especially over the last five or so weeks and we expect that to continue, especially given the current conditions on the West Coast.

OUR SPONSORS

Snowboard as a category, however, continues to thrive at evo both in the store and online. That said, this year's lack of snow in Washington has had a larger impact on our store business and the recent trend gives us reason to approach this coming year with caution.

Any interesting trends regarding the popularity of snowboarding or free skiing you are noticing? 

Bryce: From a snowboard product perspective, traditional camber is slowly taking back some of market share that the rocker/reverse camber craze took from it over the past few years.

For evo, skiing and snowboarding as categories are now very close to matching market meaning our percent of sales for each category is close to the breakdown between the two sports market wide.

Historically, skiing was larger, but it seems that our snowboard growth has dramatically bucked the industry-wide trend so we are pretty happy about that.

What do you think is the biggest challenge in the industry?

Bryce: Specific to the snow industry, weather really is the biggest moving target. Diversification on the web and opening more stores will help offset that, but snow by far is the primary driver of our business.

OUR SPONSORS

More broadly, challenges including participation - specifically barriers to entry including cost, and the sales/production/delivery cycle that does not match to the customer's participation patterns would make the top three.

Is there anything you are optimistic about?

Bryce: Generally speaking, we are optimistic when it comes to our business and what we have done and are doing to distinguish evo in the marketplace.

As has become clear in recent years, it's critical to deliver a highly differentiated experience and to be agile enough to maneuver in an unstable market in order to thrive into the future.

Moreover, we are very focused on creating a great place for employees and also leveraging evo to give back, specifically working to help underprivileged youth. This holistic approach is what has helped us grow.

I say that also acknowledging that we have endless areas where we need to improve.

More specifically, we are very happy about the launch of All Together Skatepark underneath our evo Flagship Store. Here's a video that sums up why ATS is a bright spot for evo right now.
 

More news

Last updated: : 06/25/2016 - 06:38

Josh discusses some fairly radical ideas, including why brand CEOs should say "no" to retailers more often and why he thinks Amazon could be an amazing opportunity for the industry if done right

Last updated: : 06/24/2016 - 09:05

Incipio will pay $5.75 per share in cash, or a total of approximately $177 million

Last updated: : 06/23/2016 - 07:01

During an investor conference this month, Genesco CEO Robert Dennis shared some thoughts on the health of the consumer and the state of malls.

Last updated: : 06/22/2016 - 14:30

Industry rival Hollister presented an updated brand positioning today during an investor conference

Last updated: : 06/21/2016 - 07:54

A detailed interview with Lex Pedersen about why SurfStitch is scaling back operations in the U.S. market, the company's ongoing struggles since going public, the challenges with Swell, and why he agrees with Rick Brooks of Zumiez

Last updated: : 06/20/2016 - 09:59

Owner SurfStitch Group announces a restructure of its U.S. business, which will now function more as a satellite office

Last updated: : 06/20/2016 - 07:52

The company continues to wind its way through the bankruptcy process

Last updated: : 06/17/2016 - 09:19

A talk about what is driving RAEN's big growth this year despite the tough sunglass market, what changes Jeff has made to the business since he joined as CEO, and the long-term vision for the brand

Last updated: : 06/16/2016 - 12:46

 We talked with Global Brand Lead Jeff Taylor about DC's plans for the surf category

Last updated: : 06/15/2016 - 11:52

Zumiez CEO Rick Brooks spoke at a conference yesterday, and provided interesting insights into the state of the consumer, the changing retail landscape, and the impact of the PacSun bankruptcy