Global Snowboard group Manager Jerome Elbaz and Bonfire Founder Brad Steward and Bonfire Managing Director Phil College announced a major shift in Salomon and Bonfire snowboard brand strategy.
As of August 20, 2007 Bonfire Snowboarding and Salomon Snowboards will combine all global marketing functions and personnel in to Bonfire’s Portland-based operations, creating an alliance between the Bonfire and Salomon snowboard brands.
All other North American Salomon business activities will remain based in their new headquarters in Ogden, Utah. Snowboard product development and product marketing will remain based in France, working hand in hand with the new Portland team. Bonfire’s apparel development will remain headquartered in Portland.
Steward will direct global marketing for both Bonfire and Salomon; further announcements on new personnel are expected in the next few days.
Said Steward of the transition, “I’m excited to have Salomon snowboards and Bonfire in one location, directed by one group of people whose only goal is to build a great snowboarding company, I hope people see a real change now and give us an opportunity to be a leader in their shops.”
Elbaz commented, “Salomon has been in the snowboard business for many years now, and we continue to refine our strategy to best serve our retailers, team riders and partners – this move focuses our organization to better serve North America as the worldwide epicenter of snowboarding.”
College added, “This is a big adjustment in the way our group will use our common resources and experience in snowboarding – it’s definitely going to be a more efficient organization, which will only serve to improve our service to dealers and consumers”.
Bonfire Snowboarding was created in 1989, in Huntington Beach, California, and has made Portland, Oregon its home since 1992.
Salomon Snowboards recently celebrated 10 years of creating leading edge snowboards, boots, and bindings for riders all over the world.