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Topic ClosedBurton CEO Resigns

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mattaleao View Drop Down
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Direct Link To This Post Topic: Burton CEO Resigns
    Posted: May/03/2010 at 6:54am
Pre-emptive LOL at what this thread is going to degrade to.

http://www.burlingtonfreepress.com/apps/pbcs.dll/artikkel?NoCache=1&Dato=20100503&Kategori=NEWS02&Lopenr=100503008&Ref=AR

Burton Snowboards announced CEO Laurent Potdevin is stepping down.

Potdevin worked for Burton for 15 years and now plans to pursue “other opportunities,” the company said. Laurent will stay connected to Burton as a consultant and adviser to the company.

Today’s announcement comes two months after Burton announced it would shutter its Vermont manufacturing plant.



“Laurent and I have had a great 15 years together,” says Jake Burton Carpenter, founder and chairman of Burton Snowboards. “I support his decision to move on, and as a company we’ve always looked at change as an opportunity. This marks a new chapter for Burton during a time when snowboarding is gaining a lot of momentum.”

Jake Burton will assume the role of CEO on an interim basis, while Burton searches for Laurent’s successor.

Burton Snowboards said in mid-March it would close South Burlington manufacturing facility in June, forcing 43 Vermonters from their jobs. “The environment here is not very manufacturing-friendly... a board costs more to make than you than you sell it for,” Potdevin said then. Burton will keep its global headquarters in Burlington.

Sales at Burton fell between 13 percent and 18 percent last year, Potdevin has said in an interview earlier this year.

Potdevin came to Burton in 1995 in an operations capacity. He promoted to president in 2002 and became CEO in 2005, overseeing all Burton brands.
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Direct Link To This Post Posted: May/03/2010 at 7:00am
hahahaha.
Well, well, well...guess I'm not surprised with all the shtook going on with Burton.

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Direct Link To This Post Posted: May/03/2010 at 7:01am
WOW.  It'll be interesting to see what happens from here... The direction that Burton will take and their dealings with other companies.
 
Thanks for posting.
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Direct Link To This Post Posted: May/03/2010 at 7:02am
This thread is definitely going to go down hill.  However one can only hope that by him leaving Burton pulls its head out of its ass.
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Direct Link To This Post Posted: May/03/2010 at 7:04am
good riddance.  let's hope they play nicely with Sierra in the future.
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Direct Link To This Post Posted: May/03/2010 at 7:04am
Originally posted by mattaleao

 
Sales at Burton fell between 13 percent and 18 percent last year.

I wonder if he really resigned under his own accord or was he forced/pushed out.
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Direct Link To This Post Posted: May/03/2010 at 7:04am
This is the perfect thread for the MJ popcorn image..  LOL

I doubt this will result in any real change, at least in the short term.
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Direct Link To This Post Posted: May/03/2010 at 7:05am
I wonder what his decision to step down was based on.  Where is Burtons manufacturing facilities going to be if they aren't in Vermont?
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Direct Link To This Post Posted: May/03/2010 at 7:06am

Maybe Mike M should get on the phone to Burton now that that guy is gone.  Good riddance, let's hope we see a deal between these 2 great companies

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Direct Link To This Post Posted: May/03/2010 at 7:06am
Burton manufactures most of their boards in China
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Direct Link To This Post Posted: May/03/2010 at 7:06am
My vote is Mx2 for Burton CEO.
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Direct Link To This Post Posted: May/03/2010 at 7:07am
Austria and China will be where they continue to produce boards.  They quietly closed their Canadian facility a little while ago, then just closed their Vermont one in March.  VT really didn't produce very much at all anyway, so it's not that big of a change.  
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Direct Link To This Post Posted: May/03/2010 at 7:07am
Maybe with Jake sitting in the captain's chair for a little bit, he will see that refusing cooperation with SS means a lot of boards piling up in burton warehouses.
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Direct Link To This Post Posted: May/03/2010 at 7:08am
lets all hope this works out for us all...not that i will buy burton anymore anyway, but at least the premier company in the industry will get back on the right track.
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Direct Link To This Post Posted: May/03/2010 at 7:10am
CEO's never retire on their own accord.  They are always forced out, and the line is always about how they want to spend more personal time with their families, etc.
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Direct Link To This Post Posted: May/03/2010 at 7:21am
They should hire  Steve Dewar.  He does wonders for snowboard companies. 


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Direct Link To This Post Posted: May/03/2010 at 7:27am
Originally posted by ddomski

CEO's never retire on their own accord.  They are always forced out, and the line is always about how they want to spend more personal time with their families, etc.
 
This just isn't the case, you just never hear about the ones that really retire on their own because, "Burton CEO leaves to lower his handicap," just doesn't make news like, "Burton CEO leaves amidst dropping sales and speculation." 
A thermos keeps hot stuff hot, and cold stuff cold.....BUT HOW DOES IT KNOW???
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Direct Link To This Post Posted: May/03/2010 at 7:28am
This will either be interesting, and some changes may come, or absolutely nothing will change.   Hopefully with Jake at the helm, he'll see what's been going on at Burton and get some changes going... hopefully..
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Direct Link To This Post Posted: May/03/2010 at 7:29am
Just saw this a few minutes ago... the company has enough potential that it should be pretty easy to find someone to take over.  I hope they hire someone that's passionate about snowboarding.
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Direct Link To This Post Posted: May/03/2010 at 7:30am
i wonder if burton's decrease in sales was due to their price increase last year or the recession?  Or both?
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Direct Link To This Post Posted: May/03/2010 at 7:33am
It's very likely that he was forced out.
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Direct Link To This Post Posted: May/03/2010 at 7:35am
A more telling indicator in this case would be market share, rather than sales.
A thermos keeps hot stuff hot, and cold stuff cold.....BUT HOW DOES IT KNOW???
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Direct Link To This Post Posted: May/03/2010 at 7:36am
Originally posted by barnyard

good riddance.  let's hope they play nicely with Sierra in the future.
 
I really dont think that will happend unless they do a once through full change of staff in those areas especially finance, accounting, ect.
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Direct Link To This Post Posted: May/03/2010 at 7:36am
Originally posted by tobs

It's very likely that he was forced out.
Care to qualify your remark?
 
or did you already get your 5 points today?
A thermos keeps hot stuff hot, and cold stuff cold.....BUT HOW DOES IT KNOW???
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Direct Link To This Post Posted: May/03/2010 at 7:41am
Here's hoping Burton returns to its roots.  Focusing on producing a quality product for the riders rather than becoming a "premium brand."  It's always a shame to see a good company take this turn of direction, when they realize they can sell crap product at an inflated price because people know the name.  I don't know how anyone sees this as a viable business plan, its only a matter of time until consumers catch on.  Once the talented kids at the mountain stop using your crappy gear its only a matter of time until even the poseurs catch on to the new hot trend.

Let's get this Burton/Sierra rift patched up.  I need some new bindings and have my eye on that T7.  And I'd be out of my mind to pay retail on that Big smile

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Direct Link To This Post Posted: May/03/2010 at 7:42am
The bad economy defintiely hit Burton and every snowboard company. That might be the deep reason we got the nice discount. HAHA..............
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Direct Link To This Post Posted: May/03/2010 at 7:47am
I wouldn't go as far to say that Burton has crap product.  That said, I don't think their product is superior either, in general they make nice stuff, but they certainly sell it a premium prices and definitely a shame to have gone down that path of darkness.
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Direct Link To This Post Posted: May/03/2010 at 7:48am
I hope tries to focus less on the vertical integration with Burton and more on the relationship with shops and riders.  I like the boards, but I like sierra > burton, so they'll need to mend the relationship before I buy another of theirs.
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Direct Link To This Post Posted: May/03/2010 at 7:50am
Originally posted by Phatman

A more telling indicator in this case would be market share, rather than sales.


right you are sir.   i am glad the LVMH doode is gone, hopefully this will change the culture of burton for the better
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Direct Link To This Post Posted: May/03/2010 at 7:57am
saw this on Burton's facebook page about an hour ago, but matt beat me to it. I wonder if its all the consumers complaints that kept asking the CEO to screw himself for the Vermont pullout and price raise. Altho he's out of the picture, Burton is still portrayed as a luxury brand where anybody buying a burton product will be forced to think twice because of the price.

I can only hope nothing but good things will come out of this resignation.
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Direct Link To This Post Posted: May/03/2010 at 8:08am
At the very least, they've bought themselves an opportunity to rehabilitate their image in the eyes of a lot of people.  If they make some policy changes now or in the near future, they can blame the old ones on the old CEO and maybe win some fans.
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Direct Link To This Post Posted: May/03/2010 at 8:08am
lol.



Dropped Laurent like they dropped DCP.




+1 on the MJ popcorn, this should be interesting.
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Direct Link To This Post Posted: May/03/2010 at 8:21am
man this is definitely good news... hopefully the business turns around
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Direct Link To This Post Posted: May/03/2010 at 8:22am
If they did force/buy him out (which I suspect), I'm curious if it was strictly a business decision due to declining profits or if Burton had legitimate qualms about the way his company was being run (premium brand imaging and pricing, closing the factory, etc.).
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Direct Link To This Post Posted: May/03/2010 at 8:24am
good news or not, i'm so curious to know what's the entire story..

i wonder how this might affect the sierra+burton relation too
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Direct Link To This Post Posted: May/03/2010 at 8:28am
Its actually Sierra's fault Burton dropped them. They didnt keep to their contract so you cant blame Burton for that. It sucks because I love buying their stuff at 70%off. Burton will need to do a better job trying to compete with newer less expensive brands. 
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Direct Link To This Post Posted: May/03/2010 at 8:37am
Interesting. I mentioned when it all kicked off between Burton and Sierra (and other retailers) that Burton were taking a very dangerous route of trying to become as luxury brand/retailer (as was explained to Bru in his phone call to Clark) and that would put a lot of pressure/focus on LP as it's his decision to take the company in that direction.

Whether any of the above has any relevance to LP leaving/no longer working for Burton I don't know. As I said a few months ago it'll be interesting to see how Burton try and operate over the next year or two, this decision makes it even more interesting.


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Direct Link To This Post Posted: May/03/2010 at 8:42am
Originally posted by odang

I wouldn't go as far to say that Burton has crap product.  That said, I don't think their product is superior either, in general they make nice stuff, but they certainly sell it a premium prices and definitely a shame to have gone down that path of darkness.


Burton definitely has crap product.  I'm not saying that all of their product is crap.  Their higher end stuff is very good (well, maybe not "that good" in the case of the method Smile).  And I love the AK outerwear.  But let's face it, there's a lot of junk at the lower end of their product line.  Some of it price comparable to competitors higher-end products.  All I'm saying is you can't equate Burton = quality for everything they make.

I get that you want to make entry level gear for beginners, but I find their product line very confusing.  Far too many items without sufficient differentiation.  No clear good-better-best division.  Beginner-intermediate-advanced, or however you want to look at it.  And yes, I realize there's more to it than that (freeride, freestyle, park, all-mountain, etc) but I just find their line-up very busy.
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Direct Link To This Post Posted: May/03/2010 at 8:42am
do you think it's because of this luxury brand/retailer choice?
maybe they'll still keep that same path
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Direct Link To This Post Posted: May/03/2010 at 8:44am
Originally posted by pepitojones

This is the perfect thread for the MJ popcorn image..  LOL

I doubt this will result in any real change, at least in the short term.


CH'MON!


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Direct Link To This Post Posted: May/03/2010 at 8:44am
Mike M. for CEO of Burton
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Direct Link To This Post Posted: May/03/2010 at 8:46am
Originally posted by stehoul199

Its actually Sierra's fault Burton dropped them. They didnt keep to their contract so you cant blame Burton for that. It sucks because I love buying their stuff at 70%off. Burton will need to do a better job trying to compete with newer less expensive brands. 


I thought this has been thoroughly discussed and that Mike M. said that whatever part of the vendor agreement he didn't agree with was crossed out and that both him and burton signed the revised agreement and it is the other way around with burton screwing sierra over..?
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Direct Link To This Post Posted: May/03/2010 at 8:47am
He probably felt it was a better use of his time to Golf and roll around in his riches than delete email after email from angry snowboarders.
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Direct Link To This Post Posted: May/03/2010 at 8:48am
Originally posted by heisenbise

Originally posted by odang

I wouldn't go as far to say that Burton has crap product.  That said, I don't think their product is superior either, in general they make nice stuff, but they certainly sell it a premium prices and definitely a shame to have gone down that path of darkness.


Burton definitely has crap product.  I'm not saying that all of their product is crap.  Their higher end stuff is very good (well, maybe not "that good" in the case of the method Smile).  And I love the AK outerwear.  But let's face it, there's a lot of junk at the lower end of their product line.  Some of it price comparable to competitors higher-end products.  All I'm saying is you can't equate Burton = quality for everything they make.

I get that you want to make entry level gear for beginners, but I find their product line very confusing.  Far too many items without sufficient differentiation.  No clear good-better-best division.  Beginner-intermediate-advanced, or however you want to look at it.  And yes, I realize there's more to it than that (freeride, freestyle, park, all-mountain, etc) but I just find their line-up very busy.
I think Odang's point was that it was no better or worse. Is their low end stuff kinda crappy?
Yeah.
Is it significantly crappier than anyone elses low end price point stuff?
No.
A thermos keeps hot stuff hot, and cold stuff cold.....BUT HOW DOES IT KNOW???
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Direct Link To This Post Posted: May/03/2010 at 8:57am
Originally posted by azn_dan

I thought this has been thoroughly discussed and that Mike M. said that whatever part of the vendor agreement he didn't agree with was crossed out and that both him and burton signed the revised agreement and it is the other way around with burton screwing sierra over..?
I think you're confusing Mike and Mike.M...... 
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Direct Link To This Post Posted: May/03/2010 at 9:08am
argh maybe i am....?Confused
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Direct Link To This Post Posted: May/03/2010 at 9:12am
this is that douchebag ceo that wants burton to be a luxury brand correct? good news then!
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Direct Link To This Post Posted: May/03/2010 at 9:12am
Yes you are definitely confusing Mike and Mike.M
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Direct Link To This Post Posted: May/03/2010 at 9:13am
Originally posted by azn_dan

Originally posted by stehoul199

Its actually Sierra's fault Burton dropped them. They didnt keep to their contract so you cant blame Burton for that. It sucks because I love buying their stuff at 70%off. Burton will need to do a better job trying to compete with newer less expensive brands. 


I thought this has been thoroughly discussed and that Mike M. said that whatever part of the vendor agreement he didn't agree with was crossed out and that both him and burton signed the revised agreement and it is the other way around with burton screwing sierra over..?
 
No, it is Sierra's fault. They played with fire, and got burned as a result.
As if crossing something out with a Sharpie makes it legitimate LOL
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Direct Link To This Post Posted: May/03/2010 at 9:21am
just to play devil's advocate:

You can make an argument that Burton has actually done pretty freaking amazing in the past 15 years under this guy's leadership.  Burton has become the face of snowboarding, kinda like what nike was to basketball in the 90's.  As the industry leader, Burton basically single handedly made snowboarding a popular, legitimate, mass-appealing sport.  Sponsoring a team of riders that appeal to the masses, LTR programs, extensive lines of products, all these moves have paid dividends and for better or worse, made snowboarding what it is today.  

sure they made moves that we didn't like, such as making burton a premium brand, dropping fan favorites (DCP, romain de marchi, gigi), closing vermont factory.  Of course the whole beef with SS was disappointing to us customers.  But in the end it's a business.  And as a business, they've done pretty well.


just a thought.  
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