Orange County Business Journal

Burton Snowboards Restructure: Analog Back to Vermont, Gravis to Japan

Kari Hamanaka Wednesday, October 24, 2012

Burlington, Vt.-based snowboarding company Burton Snowboards has announced a restructuring plan that will see the closure of the Costa Mesa headquarters for two of its brands.

The changes are intended to bring Burton back to a focus on its core snowboarding gear and related products, according to the company.

“Burton has experienced several years of income growth since the recession and paid out bonuses to employees over the last two years,” Burton Chief Executive Jake Burton said in a statement. “That said, the economy has a voice of its own that we all have to listen to, and the message is clear: do what you do best and focus purely on it. In our case, that means to narrow our focus to the sport and lifestyle that got us here—snowboarding.”

Burton’s Costa Mesa office is home to its Analog Clothing skateboarding-, snowboarding- and surfboarding-inspired brand along with shoemaker Gravis Footwear.

Burton told trade publication Transworld Business that the move out of Costa Mesa is expected to be done over the next six months.

Analog is expected to return to Burton’s Vermont headquarters and will become a snowboarding-only brand, ending its ties with the surf and skate world by next fall. The Analog brand will sell outerwear and technical clothing only during the winter.

Gravis, which mainly sells footwear, will move to Tokyo and will only be available in Asian markets, where the brand is most popular. The change for Gravis will be effective fall 2013.

Burton moved its Analog division from Vermont to Irvine in 2004. The company moved to Costa Mesa earlier this year.

The restructuring also impacts other Burton brands, including its RED helmet and protective wear brand and eyewear brand Anon among others.