Sponsors
Billabong ▼ 0.000 | PPR ▲ +0.65 | American Apparel ▲ +0.010 | The Buckle ▼ -0.47 | Columbia ▼ -0.10 | Deckers Outdoor ▲ +0.76 | Dicks ▼ -0.06 | Foot Locker ▲ +0.52 | Genesco ▲ +0.08 | Iconix Brand Group ▲ +0.09 | Jarden Corp ▼ -0.37 | Nordstrom ▼ 0.00 | Luxottica ▲ +0.75 | Nike ▼ -0.38 | Pacific Sunwear ▼ -0.03 | Skullcandy ▼ 0.00 | Sport Chalet - 0 | Urban Outfitters ▼ -0.18 | VF Corp ▲ +0.09 | Quiksilver ▼ -0.04 | Zumiez ▼ -0.07 | Macys ▼ -0.31 | Tillys ▲ +0.13 |
Ticker Sponsor
Readers Say
I require all our executives to read it
I require all our executives to read it

There is no better publication that I am aware of that is so accurate and on top of any news and developments in our industry. I personally recommend it to many people that want to know and understand more about our industry. For the most part, shop-eat-surf.com gets the stories first. As a matter of fact, I require all the executives in our company to read it.

- By Hezy Shaked, President & CEO, Tilly's
Executive Edition is a must have
Executive Edition is a must have

Before Shop-Eat-Surf, there were two sites I paid for premium content on. One is Surfline, the other is the Wall Street Journal. One is about all things surf, the other, the best business content site in the world. Shop-eat-surf is the intersection of those two worlds. Shop-Eat-Surf provides everything from coverage of events, people, brands and trends. However, beyond the Executive Edition "wall" is more meaty analysis and interpretation of financial statements, business models and brand philosophies; why certain brands and companies are succeeding, where others aren't. The Executive Edition is a must have read if the business of surf and action sports are on your radar screen.

- By Jeff Berg, Co-owner, Surfline
Industry Insight

MOSS ADAMS: Webinar 12/2 on internal controls to increase the value of your business.
AGENDA: 12/30 deadline to pre-register for Jan. 5-6 Long Beach show.
CIT TRADE FINANCE: Middle-market retailers cautiously optimistic for holiday.
Details on Industry Insight.


Tiffany Montgomery
Print This Article

Evo CEO on snow market trends

By Tiffany Montgomery
January 23, 2014 7:15 AM

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.

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.

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 on: evo, Bryce Phillips

Articles You Might Have Missed