Burton marks 50 years, eyes streetwear and China growth
Burton marks its 50th anniversary as it looks to expand into streetwear and China. The company cites China’s winter sports economy, now worth nearly $150 billion, as a key growth driver.
Denny Bruce became CEO on September 21 after serving as a regional manager at Burton and holding roles at Vans and Dickies. In 2023 Burton generated over $350 million in sales, though it does not disclose full financials. Burton plans to grow its year‑round lifestyle apparel, launching a capsule collection called Zeb’s Closet with pro snowboarder Zeb Powell.
“One of our great competitive advantages is we’re privately held,” Donna Carpenter, owner and chair of Burton’s board said.
“China also has a much larger ratio of snowboarders to skiers, at about 75% to 25%,” Donna Carpenter, owner and chair of Burton’s board said.
John Lacy stepped down as CEO in June, leading Donna Carpenter to serve as interim CEO. Burton launched a new flagship store in Manhattan as part of its broader transformation. Before Denny Bruce’s appointment, Carpenter led the company on an interim basis while the search for a permanent CEO continued.
What we know
Burton marks its 50th anniversary.
Jake Burton Carpenter passed away in 2019.
Denny Bruce became CEO as of September 21.
China’s winter sports economy is nearly $150 billion.
Burton’s 2023 sales were over $350 million annually.