Burton
Burton Snowboards is a privately held, Burlington-based manufacturer founded in 1977 that designs and sells premium snowboards, boots, bindings (with the proprietary Step On® system), outerwear, goggles and helmets (Anon), and lifestyle accessories to snowboarders and outdoor consumers worldwide through DTC e-commerce, flagship stores, and global retail partners.
- Company typePrivate
- Founded1977
- HeadquartersBurlington, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Burton does
Burton Snowboards is a privately held manufacturer of snowboarding equipment, apparel, and accessories, founded in 1977 by Jake Burton Carpenter in Burlington, Vermont, and operated today through the legal entity Burton Snowboards. The company designs and sells a complete snowboarding stack including snowboards (all-mountain, powder, park & freestyle, and splitboards), snowboard boots and bindings featuring the proprietary Step On® instant boot-to-binding connection system, outerwear (including the premium technical [ak]® collection), helmets and goggles via the wholly owned Anon sub-brand, bags, gloves, accessories, and a kids' line built around the Room-to-Grow extendable sizing system. Burton also operates a Custom Board Shop build-to-order service and complementary programs including the First Chair loyalty program, Performer athlete program, and Chill Foundation non-profit.
The business operates a direct-to-consumer model anchored by burton.com e-commerce with free standard shipping on orders of $100+, company-owned flagship stores, and outlet locations, complemented by a global third-party retail network across sporting goods chains and specialty snowboard shops. Pricing is set at premium tiers across equipment and outerwear, with apparel items ranging from $29.95 to $59.95 for basic tees and seasonal discounting of up to 55% on lifestyle lines such as Burton Goods. Ancillary revenue comes from brand partnerships and licensing, including the Warner Bros. Discovery / Looney Tunes collaboration for the Milano Cortina 2026 Olympics and the Sway sustainable packaging partnership.
Burton markets through a multi-channel mix centered on athlete sponsorships (Olympic and X-Games team riders), event presence (Winter Jam, freestyle workshops), content (The Burton Blog, Instagram, YouTube, TikTok), and strategic product collaborations. The company holds B Corporation certification and operates in the US, Switzerland, and France, with a recently announced CEO transition (John Lacy departing April 2026) representing the most significant near-term leadership change since founder Jake Burton Carpenter's passing in 2019.
Burton firmographics
Firmographics- Name
- Burton
- Legal name
- Burton Snowboards
- Website
- https://global.burton.com
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Burton Snowboards is a privately held, Burlington-based manufacturer founded in 1977 that designs and sells premium snowboards, boots, bindings (with the proprietary Step On® system), outerwear, goggles and helmets (Anon), and lifestyle accessories to snowboarders and outdoor consumers worldwide through DTC e-commerce, flagship stores, and global retail partners.
- Ownership category
- akta.pro rank
Burton industry classification
Industry- Product category
- Snowboarding Equipment & Apparel
- NAICS
- Sporting Goods Retailers (45911), Footwear Manufacturing (31621), Footwear Manufacturing (3162), Shoe Retailers (45821)
- SIC
- Footwear, (No Rubber) (3140), Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles) (CRAMAJAA)
- akta.pro secondary industries
- Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB), Winter Sports (Ski/Snowboard) Retail (CRAMABAJ), Ski & Snowboard Protective Gear Retail (Helmets, Goggles, Pads, Back Protectors) (CRAMAJAC), Ski Touring / Backcountry & Avalanche Safety Retail (AT Gear, Skins, Beacons, Probes, Shovels, Airbags) (CRAMAJAD), Ski & Snowboard Service & Repair Shops (Tuning, Mounting, Boot Fitting) (CRAMAJAF), Winter Accessories & On-Mountain Essentials Retail (Hand/Foot Warmers, Packs, Hydration, Sunglasses) (CRAMAJAJ)
Keywords
Where Burton is headquartered
LocationHeadquarters
- HQ city
- Burlington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Burton business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Snowboard Equipment Sales: Revenue from snowboards, boots, bindings, helmets, goggles, and accessories. Core product lines include all-mountain, powder, park & freestyle, and splitboards.
- Outerwear & Apparel Sales: Revenue from snow jackets, pants, base layers, hoodies, t-shirts, gloves, hats, beanies, and socks for men, women, and kids.
- Bags & Travel Gear: Revenue from backpacks, snowboard bags, boot bags, duffel bags, and travel luggage.
- Brand Partnerships & Licensing: Collaborations with brands like Warner Bros. Discovery (Looney Tunes), Sway for sustainable packaging, and Anon integration.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium snowboard equipment |
| Unit Pricing | Pay-as-you-go | Winter sale discounts |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Burton product offering
Product offeringCore offering
Burton designs, manufactures, and sells snowboards, snowboard boots, bindings, outerwear, goggles, helmets, and related apparel and accessories for snowboarders across all skill levels. The company operates a vertically integrated portfolio anchored by its proprietary Step On® boot-to-binding connection system, the [ak]® premium technical outerwear line, the Anon goggles and helmets sub-brand, and the Burton Goods lifestyle accessories line. Products are sold directly to consumers through Burton.com, flagship stores, outlets, and a global network of authorized retailers.
Product overview
Burton is a snowboarding equipment and lifestyle company founded in 1977, offering a comprehensive portfolio of products organized around its core snowboarding expertise. The product architecture consists of core equipment products (snowboards, boots, bindings featuring the proprietary Step On® boot-to-binding connection system), outerwear (jackets, pants, base layers), helmets & goggles (including Anon sub-brand), bags, apparel, and accessories. Premium offerings include the [ak]® technical collection, while the Burton Goods sub-brand extends into lifestyle accessories like iPhone cases. The company also provides services including a Custom Board Shop for personalized snowboards, loyalty programs (First Chair, Performer), and community initiatives like the Chill Foundation. The Room-to-Grow feature in kids' products demonstrates innovation in extending product lifespan for growing riders.
Differentiator
Problem solved
Functional benefit
Brands
- Anon: Goggles and helmets brand offering seamless kit for clarity, coverage, and comfort in all conditions.
Products and services
- Snowboards Flagship product category including all-mountain, powder, park and freestyle snowboards, and splitboards for backcountry touring. Key models include Hometown Hero, Custom Camber, Process, and Feelgood.
- Snowboard Boots Snowboard footwear including Step On® Boots for instant boot-to-binding connection and boots compatible with traditional strap bindings.
- Snowboard Bindings Bindings including Step On® Bindings for instant boot-to-binding connection and traditional strap bindings. Models include Cartel X EST® and Lexa X EST®.
- Step On® System Proprietary instant boot-to-binding connection system providing increased control and response, enabling riders to step directly into bindings without straps.
- Outerwear Snow jackets, snow pants and bibs, puffer jackets, insulators and fleece, and base layers for men, women, and kids.
- [ak]® Collection Premium technical outerwear line including GORE-TEX PRO 3L Bib Pants and jackets designed for serious snowboarding conditions.
- Helmets & Goggles (Anon) Protective head gear including helmets, goggles, lenses, and face masks for visibility and safety in all conditions. Includes the Anon goggles and helmets sub-brand with seamless kit integration.
- Bags
Quantifiable outcome
- 30-40% of mountain activity represented by snowboarding industry
- +1 more outcomes
Companies that use Burton
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Burton technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Burton partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor, flagship and core.
- Mont-TremblantminorMont-Tremblant ski resort hosted a Burton freestyle workshop for children as part of spring skiing events, promoting engagement during the final weeks of the ski season.
- Champlain CollegeminorPresented Winter Jam 2026, a rail jam competition for skiing and snowboarding at Champlain College's Burlington, Vermont campus, with participation free and open to the public.
- SwayminorPartnership for sustainable packaging using Sway's TPSea seaweed-based thermoplastic pellets to replace single-use plastic in Burton's operations.
- Warner Bros. Discovery / Looney TunesflagshipStrategic collaboration for the Olympic Winter Games Milano Cortina 2026, featuring live installations in Milan, licensed Pin Trading Center, and exclusive product collections. The partnership includes content integration across Eurosport, TNT Sports, HBO Max, and Cartoon Network.
- AnoncoreAnon is Burton's goggles and helmets brand offering seamless kit integration with Burton snowboarding equipment, delivering clarity, coverage, and comfort in all conditions.
Scale indicators4 records
Recent moves5 records
Expansion highlights6 records
Burton competitors and assessment
Company assessmentBroad incumbents
- Salomon (Amer Sports): Salomon, part of Amer Sports, is a broad incumbent offering snowboards, snowboard boots, bindings, and apparel alongside its dominant ski and trail-running portfolios — overlapping with Burton across snowboard hardware and outerwear.
- Rossignol Group: Rossignol is a broad incumbent in winter sports producing skis, snowboards, boots, bindings, and apparel. Its snowboard and winter apparel lines directly overlap with Burton's product categories, though it spans the much larger ski market as well.
Direct peers
- Lib Tech / Mervin Manufacturing: Mervin Manufacturing produces Lib Tech and GNU snowboards, directly competing with Burton in the core snowboard hardware category with similar premium positioning, proprietary construction technologies, and rider-driven brand identity.
- Volcom: Volcom is a direct peer in snowboard-adjacent apparel and outerwear with strong team rider marketing, competing for the same lifestyle-driven snowboarding consumer that Burton targets with its apparel and outerwear lines.
- Rome Snowboards: Rome is an independent snowboard brand offering boards, bindings, and apparel with similar rider-sponsorship marketing and specialty-retail distribution, directly competing with Burton at the specialty dealer level.
- Ride Snowboards: Ride is a direct snowboard equipment competitor offering boards, bindings, boots, and apparel across all-mountain, park, and freestyle categories with comparable price points and rider-sponsorship-driven marketing.
- Capita Snowboards: Capita is a direct snowboard peer producing premium boards with sustainability positioning (Mothership facility) and a strong rider team, competing for the same core consumer and specialty retail shelf space as Burton.
- Nitro Snowboards: Nitro manufactures snowboards, boots, and bindings with a comparable premium-product strategy and rider-team-driven GTM motion, making it a direct peer in Burton's core hardware category.
- Jones Snowboards: Founded by big-mountain rider Jeremy Jones, Jones is a direct peer specializing in backcountry and splitboard equipment — directly overlapping with Burton's splitboard line and premium technical outerwear.
Emerging players
- 686 Outerwear: 686 is a snowboarding-focused outerwear and technical apparel brand that competes directly with Burton's outerwear and [ak]® technical lines, particularly at the specialty snowboard shop level.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Burton social profiles
Digital presenceBurton compliance and trust
Trust signalCompliance1 record
Burton financial estimates
Financial estimateRevenue estimate
Valuation estimate
Burton leadership team
Management profileNumber of profiles
Profiles3 records
Burton subsidiaries and ownership
Company hierarchySubsidiaries1 record
Burton funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Burton M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Burton
What does Burton do?
Burton designs, manufactures, and sells snowboards, snowboard boots, bindings, outerwear, goggles, helmets, and related apparel and accessories for snowboarders across all skill levels. The company operates a vertically integrated portfolio anchored by its proprietary Step On® boot-to-binding connection system, the [ak]® premium technical outerwear line, the Anon goggles and helmets sub-brand, and the Burton Goods lifestyle accessories line. Products are sold directly to consumers through Burton.com, flagship stores, outlets, and a global network of authorized retailers.
Is Burton a public or private company?
Burton is a private company. It is classified as family owned and is currently operating.
When was Burton founded?
Burton was founded in 1977. It employs 501 to 1,000 people.
Where is Burton based?
Burton is headquartered in Burlington, United States, in the North America region.
How does Burton make money?
Four revenue lines are on record. Snowboard Equipment Sales are the primary driver. The others are outerwear & Apparel Sales, bags & Travel Gear and brand Partnerships & Licensing.
Who are Burton's main competitors?
Broad incumbents on record are Salomon (Amer Sports) and Rossignol Group. Direct peers are Lib Tech / Mervin Manufacturing, Volcom, Rome Snowboards, Ride Snowboards, Capita Snowboards, Nitro Snowboards and Jones Snowboards. 686 Outerwear is listed as an emerging player.
Does Burton have an API?
No public API is recorded for Burton.
What industry is Burton in?
Burton's product category is Snowboarding Equipment & Apparel. Its primary akta.pro industry code is CRAMAJAA, Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles), with a secondary code of CRAMAJAB, Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks). Its NAICS code is 45911 and its SIC code is 3140.