Company Increases Its Commitment to Boardsports by Acquiring Leading
Skateboard Manufacturer, DNA Distribution
DAYTON, Ohio, Feb. 5 /PRNewswire/ -- DNA Distribution, which includes
skateboarding brands Alien Workshop, Habitat and Reflex, today announced
that the company has been acquired by Burton.
The two companies began discussions over a year ago and found that they
share a common approach in the way that they contribute to boardsports
culture, including a commitment to creating long-lasting relationships with
their teams of international athletes. In addition, both are committed to
advancing and innovating hardgoods technologies, as well as the artistry
and creativity associated with these sports; supporting a solid team of
amateur riders; and providing best customer service practices.
DNA Distribution will continue to operate in Dayton, Ohio and CEO and
Co-Founder Chris Carter will continue to oversee the DNA brands, which
include Alien Workshop, Habitat and Reflex Bearings.
"We are very excited to bring the DNA family of brands to Burton -- a
company that we truly respect," says Chris Carter, Chief Executive Officer
for DNA Distribution. "Burton clearly leads their market in terms of team,
innovation, marketing and values. Joe, Mike and I look forward to
leveraging Burton's strengths to reach the full potential for the DNA
brands: Alien Workshop, Habitat and Reflex."
"Through surfing and snowboarding we have learned that hardgoods are
the foundation of all boardsports, and with the addition of DNA to our
family, we are on our way to delivering skaters what they want and expect,"
says Jake Burton, Founder and Chairman of Burton. "As with Al Merrick and
the crew at Channel Islands, the relationship with Chris, Mike and Joe at
DNA has been a natural fit right from the start. Everyone around here is
committed to growing Burton into a true boardsports company, so I am
confident that we can provide a home where DNA and their team of skaters
can build upon what they have already excelled at in the skate industry."
"We couldn't have found a better company to work with than DNA," says
Laurent Potdevin, Burton's Chief Executive Officer. "Burton and all of its
brands are authentically committed to snowboarding, surfing and
skateboarding without distractions from other sports, products or
categories. This acquisition completes a strategy that we have been very
focused on for quite some time and marks a new milestone in the evolution
of Burton and its family of brands."
About DNA Distribution
Dayton, Ohio based DNA Distribution is one of the world's leading
suppliers of skateboards and accessories. Originally founded in 1990 by
Chris Carter and Mike Hill, Alien Workshop was the original DNA brand. The
Workshop pushed all boundaries of skateboard aesthetic, thought, and
design. The Sovereign Sect has grown to include two other brands: Habitat
Skateboards and Reflex. Habitat was introduced in 1999 under the creative
direction of Joe Castrucci. The brand stands for skateboarding and
eco-conscious design. Habitat offers a full line of skateboard equipment,
softgoods, and accessories. Reflex offers a focused line of hardgoods that
includes bearings, tools, trucks, and grip tape. In addition to their own
brands, DNA also distributes all the leading brands of trucks, safety
equipment and grip tape. DNA's brands are proud to support the world's best
skateboarders.
About Burton
In 1977, Jake Burton Carpenter founded Burton out of his Vermont barn.
Since then, Burton has fueled the growth of snowboarding worldwide through
its groundbreaking product lines, its team of top snowboarders and its
grassroots efforts to get the sport accepted at resorts. In 1996, Burton
began growing its family of brands to include boardsports and apparel
brands. Privately held and owned by Jake, Burton's headquarters are in
Burlington, Vermont with offices in California, Austria, Japan and
Australia. For more information, visit http://www.burton.com.
Media Contacts:
Shana Frahm Janice Callado
shanaf@burton.com janicec@burton.com
(323) 855-9884 (949) 789-1841
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