The COVID-19 pandemic forced businesses worldwide to adapt, and the skateboarding industry was no exception. While brands with established online shops managed to weather the storm, many local skate shops, lacking e-commerce infrastructure, faced significant challenges. This shift accelerated the growth of the direct-to-consumer (DTC) market, moving customers away from the traditional in-person shopping experience that has long been central to skateboarding culture. The rise of online sales in skateboarding presents both opportunities and challenges, requiring a delicate balance between brand growth and the support of local skate shops, the lifeblood of the industry. This article explores how brands are navigating this new landscape, examining strategies for harmonizing online sales with the needs of local retailers.
An illustration depicting an online shopping cart with a skateboard wheel inside, symbolizing online sales in skateboarding
The Necessity of Direct-to-Consumer Sales
While web sales are now commonplace, the direct-to-consumer model was virtually nonexistent in skateboarding just a few years ago. Although it’s hard to pinpoint the exact pioneers, it’s clear that for many popular brands, online sales have been instrumental to their success.
Welcome Skateboards, for example, initially struggled to gain traction with shops due to their unconventional board shapes when they launched in 2010. According to brand manager Shane Cox, many shops were hesitant to stock boards from a relatively unknown brand with “weird” shapes. Shops that did stock Welcome sometimes struggled to communicate the brand’s message and unique features to customers. Welcome’s solution was to sell their decks online, providing detailed shape guides and brand information on their website. This strategy allowed them to tell their brand’s story and educate consumers, supporting in-person sales by giving them a deeper understanding of the product. By leveraging a webshop to complement brick and mortar sales, Welcome established itself as a prominent brand. This approach highlighted the importance of brand control over messaging through websites and social media, and influenced more brands to adopt the DTC model.
An illustration of a skateboarder holding a skateboard, with an online shopping cart in the background, representing the mix of in-person and online skateboard culture.
Leveling the Playing Field
Online sales have become a vital entry point for new brands without established support from skate shops. Brands that emerged during the mid-2010s renaissance, like Bronze, Alltimers, and Dime, effectively used online platforms to cultivate a following before becoming staples in skate shops. This model continues to be adopted by a new generation of brands, building hype on social media until skate shops eventually take notice.
Trevor Thompson, sales manager and pro for WKND Skateboards, notes that online sales lower the barrier to entry for newcomers to the industry. He explains that with a web store, a few thousand dollars, and an active Instagram account, anyone can launch a skateboard brand. WKND, initially a small project by filmmaker Grant Yansura and his friends, has evolved into a successful board and apparel brand. “We wouldn’t be a thing in the old model of the skate industry. They wouldn’t have allowed us in. But nowadays there’s no gatekeeper,” Thompson said, highlighting how online sales have democratized the industry.
Enhanced Flexibility in Product Offerings
As skate shops have broadened their appeal to a wider range of customers, they’ve increasingly begun to stock apparel from brands like Carhartt and Dickies. This reduces shelf space for skate-specific apparel brands. Even established brands can struggle to secure sufficient retailer support. Bod Boyle, president of Dwindle Distribution, explains that many designs never make it to production due to low pre-order quantities from shops.
Online sales offer a solution to this issue, allowing brands to produce items that may not have been financially viable through traditional retail channels. “Direct sales have helped us in categories like clothing and accessories and have given our skate apparel more visibility,” Boyle stated. The freedom provided by online sales enables brands to explore unique projects without relying solely on shop pre-orders, allowing for a more diverse range of products to be offered. Welcome’s Shane Cox noted that while their boards are widely available in shops, their apparel might be too “out there” for some retailers. By using their webshop, they can freely explore their brand’s identity without the restrictions of traditional retail pre-orders.
An illustration showcasing various skateboards and apparel items, emphasizing the expanded product offerings through online sales
Navigating the Challenges of Online Sales
Despite the advantages, online sales also bring unique challenges and added costs. Sami Seppala, brand manager for Sour Solution, explained that while online sales might provide slightly better margins, they still prioritize distributors and shops, emphasizing how important retailers are in their brand’s growth. While Sour has a retail space in Barcelona, revenue from in-store sales does not equal that of traditional wholesale business. The main focus for them is still distributors and shops.
Shipping costs, according to Shane Cox from Welcome, significantly impact profitability. He notes that by the time they factor in boxes, packaging materials, and employee salaries, direct online sales don’t drastically improve their bottom line. “It is more time-consuming and we have to pay our guys to pack all these small boxes,” he explains. Bod Boyle from Dwindle, despite the company only making 5% of revenue from online sales, echoed these sentiments, noting that shipping costs and the additional logistical overhead pose similar struggles for both large and smaller brands.
Finding a Balance: Supporting Local Shops
The recent public call out of brands by Mike Gigliotti, owner of Lotties Skate Shop, for dropping products online before giving shops time to fulfill pre-booked orders highlights the importance of finding a balance between online sales and supporting local shops. When a brand releases all of their products online first, it removes the incentive for shoppers to visit local skate shops.
Welcome Skateboards prioritizes shop sales, estimating that 90-95% of their board sales go through retailers. They use their online store to reach customers without access to shops while still promoting brick-and-mortar sales. “We just put out a very small handful of boards and posted it on Instagram saying ‘Super low quantities, and the rest are going to be available in your local shop,’” Cox said, emphasizing the importance of directing customers to their local shops first.
Trevor Thompson praised brands that give shops time to receive and stock orders before selling products online. “That’s like skatepark etiquette,” he said, highlighting the importance of maintaining the ecosystem and incentivizing in-store visits. The recent Skate Shop Day is a reminder of the necessity of supporting local shops and how their success is interconnected with the success of the entire industry.
An illustration of a skateboarder in front of a physical skate shop, contrasted with an online shopping interface, depicting the balance between online and in-store sales.
The New Normal: A Collaborative Future
Online sales, while not a get-rich-quick scheme, can be a valuable tool for stability for both brands and shops, particularly during challenging times. “It was definitely essential last year especially. When shops were all closed, we had to have places to sell stuff or we would have had to lay people off,” said Shane Cox. He further stated, “Luckily we went through last year without having to lose a single employee. We definitely attribute some of that to our ability to sell direct.”
The key to success is a mindful approach that acknowledges the importance of both direct and in-person sales. Encouraging customers to visit local shops first, being transparent about product rollouts, and offering exclusive discounts to shops are all effective strategies for collaboration. By being supportive and understanding the nuances of the industry, brands can help ensure the health and longevity of local shops, while taking advantage of the benefits of online sales.
Words by: Alexis Castro
Illustrations by: Charlotte Tegen
