Burton CEO on Navigating Turbulence, Private Company Advantages, and More

Burton did something unheard of a few years ago: it asked retailers to place smaller orders. CEO John Lacy discusses strategically planning sales down, when Burton expects to return to growth, a new category strategy, exciting snowboard market signs in China, and more.
Published: January 2, 2025

Burton, the world’s biggest snowboard company, did something unheard of a few years ago: it asked retailers to place smaller orders.

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Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series