By the fall of Zumiez had 62 locations in ten states. Most were in the western and northwestern United States, but the firm had also recently begun expanding eastward into Minnesota and New York.
Over the next several years a push was made to increase its presence in the latter state, with nearly ten outlets open there by mid The company now had stores in 12 states, and was planning to open as many as more. Although most stores offered the same items, those in snow-free or landlocked locations had a different mix, with some goods added or deleted as appropriate for the local environment.
The firm made a good margin on its products, as they were not typically sold by discount chains and some lines were exclusive to Zumiez. In addition to clothing and related equipment, the company also sold Jones Soda, which was added to all of its outlets in To continue to attract and retain the best possible employees, the company had over the years begun offering a variety of incentive programs, including the Zumiez K event, in which top sales and company management gathered in Colorado each winter for a snowboarding retreat that combined recreation and education.
The firm also ran "Zumiez University" in Everett to train its store managers, who averaged 23 years of age. After the offering Chairman Campion would own Zumiez was constantly tweaking its stores to strengthen their appeal, seeking out locations near busy teen-friendly areas of malls such as food courts and movie theaters, as well as adding features including free video game stations that caused customers to linger.
The company's market was a substantial one, with total U. In addition to working on its retail stores, Zumiez continued to stock its web site with new features, though these were mostly of an informational and brand-building nature, intended to drive customers to the stores. Online sales were negligible, comprising less than 1 percent of total revenues.
During the latter half of the company continued to open new outlets, and by year's end the total had topped Plans were in place to add 42 more during fiscal , with some to be opened in southern states, including Texas. Zumiez management was now looking at a long-term goal of stores, with 20 percent annual growth predicted for the foreseeable future.
In November the firm, which had eliminated all of its outstanding debt, completed a secondary stock offering of 2. More than 25 years after its founding, Zumiez, Inc. Future growth appeared certain as the company's management worked to make Zumiez a nationally known brand.
Pacific Sunwear of California, Inc. Campion dropped the umlaut and Zumiez was born. Today, Zumiez is one of a few publicly traded skate-related companies Vans and Globe are among the others , and Zumiez k has essentially taken over Agenda as the number one skate industry social event of the year in America.
And as such it affects not only the business side — skate shoe brands, hard goods brands, skate shops — but consumers, communities, and skateboarding culture in general. Depending on who and where you are within the industry, Zumiez has the power to either help or hurt you.
Kevin Furtado, the founder of State Footwear , told me how Zumiez can help skate brands develop the financial security to stay involved with actual skate audiences — an ends justify the means type of scenario. As a small business, I need to make sure these things are being met as well. Those benefits allow me to flex a little more for independent [shops] that I could not do alone. According to Damon and Kevin, both big and small skate shoe brands need to be in Zumiez if they want to survive.
They need to share the shelf space alongside huge companies like Nike, Converse, and Adidas, and they have sell to at least some of the same customers in order to remain competitive in the footwear market. For hard goods brands, most well-established ones are currently in Zumiez. So regardless of how they feel toward Zumiez, most established hard goods brands, just like shoe brands, seemingly benefit from having them as a customer.
Younger hard good brands may see selling to Zumiez as a quick way to build recognition and reach more consumers. Josh also pointed out how small hard goods brands could inadvertently hurt skate shops by selling to Zumiez.
It puts a big strain on the whole delicate ecosystem we call the skate industry. Industry Insight. Thursday, November 18, , 11am MST. Read more insights. Industry Releases Ten percent of membership fees will be donated to non-profit organizations dedicated to helping underserved kids get outside. Courtesy of evo. Evo Launches Paid Membership Program. Members will receive a wide range of perks including gear demos, a service credit, and rentals.
Smith created the Imprint 3D Technology to address the vast range of face shapes and features. Courtesy of Smith.
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