Finding room on the rack

Wednesday, February 03, 2010

By Brigid Mander

Jackson Hole, Wyo.-Another Jackson entrepreneur has made a play for the big-time, with a small booth and big plans last weekend at the 2010 premiere snow industry tradeshow in Denver last weekend.

Nestled amongst huge, glossy displays, booths costing tens of thousands of dollars and some of the biggest names in the ski industry from around the world at the Snowsports Industries of America (SIA) tradeshow, was the familiar logo and faces of the Burgess Custom team.

Since its inception six years ago, Burgess Custom has been growing slowly, and this year was the year to take the company to the next level, according to owner and designer Sara Deutsch. 

Burgess Custom, which makes custom snow pants, jackets, and accessories, has been selling ready-made lines at Jackson Hole retailers, and over the Internet, saw enough growth that it is looking to expand nationally.

For first-timers, securing a booth at SIA is a statement to retailers, competitors and supporters that a small company is ready to hit the big-time.  Like many local success stories before it (Cloudveil, for example), a presence at the SIA tradeshow can provide a huge boost to companies looking to grow their national presence.
The show, which is usually held in Las Vegas, Nev., moved to Denver this year, and the sharp reduction in entertainment outside the show options allowed buyers and sellers to get perhaps a little more work done. Retailers from all over North America cruised the Colorado Convention Center, checking out the latest and greatest from new and old sellers. 

While grassroots startups are nothing new in the ski and snowboard industry, Burgess Custom feels it has an interesting enough product and story to provide a good hook to retailers. 

“There are not a lot of grassroots outerwear companies here, or even new outwear,” Deutsch said.  “Buyers and the press come by and are like, ‘Wow, custom outerwear? Where did you come from?’  The fact you can make your own piece and it is all produced in the U.S. has people really floored.”

Trends are one thing, but customers also like to see overall variety and change in what stores offer, and SIA is one place where buyers can go and hope to see small, new companies. 

“We’re always looking for new things for the store, and that includes small companies and new brands, said John Slaughter, assistant buyer for Teton Mountaineering.  “Jackson is a leader in the outdoor market, and we go to shows like SIA to find fun new brands to expand with us.”

The SIA organization itself put a bigger effort into trying to help out new and small companies, from enticing them to the show, offering a shared, free booth for new technologies and making  special overtures to involving them in tradeshow events.  
The organizers put on a runway show for softgoods that Burgess Custom was a part of, sending an outfit down a runway amidst outfits from companies like Obermeyer, Orage and Liquid. 

“My outfit stood out a lot, and it got the loudest cheers, Deutsch said. “And another exhibitor is going to buy that outfit for his wife.” 

Smaller companies also can use the show as an opportunity to form alliances.  Burgess Custom plans to collaborate with Trew, another outerwear company, among others.

“It’s a good way to network with similar companies, to see their ideas and to see them grow too,” Deutsch said.

Although booths at SIA are not cheap, running upwards of $5,000 for the smallest options, having a presence at an event where all the industry comes together is a valuable asset for a small company.

Deutsch offers her assessment: “My goal for the show was to get one new store or really good contact for each region of the country. By Saturday morning [day three of the four-day show], I had made enough contacts and gotten enough exposure that I can say this has been priceless for the company.” JHW

Photo by BRIGID MANDER
Mannequins display Burgess Custom and Ride Snowboards styles for 2011.

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Finding room on the rack | Planet JH News Article: General News

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