Shop News: Q&A With Adrian Palmer of MissBoarder
mike lewis
- December 24 2008
- 26 comments
MissBoarder Crew, from left to right: MissBoarder Patrol rider and Environmental Editor Missy Perry, V.P. of Operations and Truckee manager Jessi Ernst, Patrol Rider and Web Editor Coley Stroud, and Patrol Rider Angelica Ramos.
Transworld Business caught up with Adrian Palmer, President of Missboarder, the first all-girls online snowboard shop, to ask her a few questions about how the company got started and the motivation behind the girls-only retail concept. Here’s what she had to say:
TB: Why did you decide to open a girls only retail store? I think you’re the only one out there, correct?
We started the MissBoarder because with 3 girls in our family, all snowboarders, we got tired of picking through the sparse women’s selections that were available. Plus, let’s face it, girls aren’t always treated with the same kind of respect or given the same attention in most board shops that guys are. So we decided to do something about it.
Yes, we we’re the first girls-only online snowboard shop. A few months after we opened another online-only girls shop opened up as well. But we’re good with that because we think that it’s about time girls got proper representation in retail snowboarding.
TW: On your Web site it says you were founded in 2006. Who were the people behind this?
Kim Palmer and I founded MissBoarder in August of 2006 and spent a year designing and building the website MissBoarder.com, which opened the following August (2007).
TW: Were you doing online sales until you opened the brick and mortar?
Yes, our first year was 2007-2008 and we ran a web only operation. In October of 2008 we opened the first of what we hope to be many MissBoarder Boutiques across the country. Basically the boutiques are a brick and mortar extension of our online presence.
TW: How are sales?
Online sales have been really strong. In our second year, our revenue has more than doubled for each month compared to the same month in our first year. The Truckee shop is kind of a different story because there is no snow up there yet. Factor that in with the now confirmed recession, and we haven’t really seen the numbers we’d like yet. But that’s business, you know?
TW: What sets you apart from other stores?
You mean other than being for girls-only? That’s easy. Our Web site isn’t just a store; it features riding tutorials, a news section, lifestyle articles, rider submitted videos, message boards, professional advice –oh, and don’t forget MissBoarder for Mother Earth (MB4ME). It’s an entire section dedicated to helping riders save the planet. As for the Brick and mortar store, we have a really killer, laid-back atmosphere. We’re very careful not to have that intimidating “bro-factor” when you walk in. Snowboarding is for everyone and anyone who wants in and we want you to feel comfortable in our shop no matter what your current riding abilities are. We also have free board tuning for the life of any board you buy from MissBoarder. If you bought your board from us online or in the shop, just bring it in and we’ll hot wax it and tune the edges for free. That’s something different from other stores, right?
TW: What lines do you carry?
We try to stick with women’s only brands, as well as brands that put a lot of effort in to women’s specific designs instead of just shrinking the product down and painting it pink and saying it’s the “girl’s version”. Our brands for this season are Nikita, Betty Rides, Lita, Roxy, Sessions, Nomis, Neff, GNU, Technine, Nitro, Option, Arbor, Flow, Flux, Pom Pom, Demon, Drop, Grenade, Scott, IS design, Snow Angel, Spacecraft and a handful of others.
TW: What advice do you have for other industry entrepreneurs looking to launch ventures in the current economy?
I think it’s a little early in the life of MissBoarder for me to be giving business advice. Maybe you should ask me that in another year or so. If we’re still in business and going strong, then my advice will be worth something.
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December 24th, 2008 at 4:24 pm
the shop is like that epmd song
December 26th, 2008 at 9:57 am
Congrats guys (i mean GIRLS!)!! Very happy to see the success and attention you are having- you deserve it!
Best Wishes for 2009 and beyond!
KM
ps- good job to TWBiz for noticing this unique shop!
December 29th, 2008 at 8:58 am
To the staff of Miss Boarder..great article and keep up the good work! Here’s to a highly successful 2009. Thanks and its a pleasure having you on board at KRZQ alternative!
Dave
December 29th, 2008 at 9:20 am
The store looks great! Good job ladies and gentlemen!! Thanks for making us look extra steezy- Keep on rocking Nikita!
December 29th, 2008 at 9:29 am
is this really a porters?
December 29th, 2008 at 10:56 am
Love these ladies! And they are telling the absolute truth! So proud of you!
December 29th, 2008 at 4:54 pm
WORD UP YA’LL
December 30th, 2008 at 8:48 am
technine is a womens brand
December 30th, 2008 at 10:08 am
not a porters. privately owned by locals. def worth the shopping trip!
December 31st, 2008 at 5:40 am
Very stoked for you all. I have known about this from day one and I am really happy to see the building success. Many more successful years for you all. \m/
December 31st, 2008 at 6:13 am
The article says, “we try to stick with women?s only brands, AS WELL AS BRANDS THAT PUT A LOT OF EFFORT IN TO WOMEN’S SPECIFIC DESIGNS”.
While Technine isn’t a women’s-only brand, they do put a lot of effort in to the women’s specific designs.
December 31st, 2008 at 7:57 am
this kinda reminds me of the us womens snowboard club. Very elite
How would it be if a snowboard shop just for guys opened. These girls would be pissed. I’m all for girls working in a shop, and girls snowboarding, but good luck
December 31st, 2008 at 5:30 pm
I wouldn’t call it Elite…more like “needed”
try being a girl and walking into a shop with a corner designated to you. And then going into another that has the same small corner, with the same product. We need variety!
January 1st, 2009 at 9:38 am
I would say most stores as a percentage have to much dedicated to the womens section. Doesn’t it seem right that if women are 20 % of the market then they should get 20% of the floorspace? We always have to many womens boards and boots left over.
January 1st, 2009 at 9:41 am
does this store carry burton? Cause I’m pretty sure they are the biggest brand for women in snowboarding, surely way more than technine, grenade and nitro
January 1st, 2009 at 10:06 am
“We always have to many womens boards and boots left over.” -Ahh, now I see why you are hating on MissBoarder, they are competition… Its funny how easily guys feel threatened by women.
January 1st, 2009 at 10:26 am
Thanks for your interest in our shop. Our business model is clearly based on different market numbers than yours. Additionaly, our research indicates that most female snowboarders are clearly unhappy with the minimal variety availabe to them in most shops as well as the attitudes they recieve from the guys that work in them. Especially the girls who are just getting in to snowboarding. We provide girls with a much larger variety and more welcoming and inclusive attitude.
As for your question about Burton, no, we don’t carry Burton for several reasons, not the least of which being that Burton is available as part of the 20% women’s product dedication in virtually EVERY store on the planet. Again, women are looking for more variety than just one MEGA-BRAND and we’ve found that most girls who come in to our shop looking for Burton are more than willing to look at, and more-often-than-not, purchase other brands anyway.
Again thanks for your interest in our shop and best of luck with yours.
Happy New Year!
Adrian Palmer
January 1st, 2009 at 11:05 am
thats funny, these girls are not my competition, I also wish them the best of luck. I just find it funny that some girls think opening a womens only snowboard shop as getting better knowledge. If only you knew how hard it is to find a good knowledgeable girl to sell snowboards. Then maybe you would understand why there aren’t alot of girls working in shops. Maybe my standards are to high, but I don’t feel like just cause shes a girl means shes qualified to sell snowboards. Like I said if we eliminated girls section from out store, they would be pissed. It would be unfair right?
January 1st, 2009 at 11:11 am
I’m not really trying to rip your shop, and I’m pretty sure girls are not intimidated in our store. We all like girls. I just know they would be mad if we had a mens snowboard store. My guess on the burton thing is they wouldn’t open you. But seriously good luck to you, and the store. I always support specialty whether they are competition or not.
happy new year
January 3rd, 2009 at 11:55 am
I went to MISSBOARDER to find something for my wife. Easy shopping with great staff. Ladies know what ladies like! I wouldn’t shop elsewhere for my girls or have a better suggestion for ladies in the market. Congrats w/ the Transworld aknowledgement! As for Yeah Right Positive Support gets more(rewards). Peace/Love/Ride
ROOTSKI
January 3rd, 2009 at 3:23 pm
What are you saying? Rootski
January 8th, 2009 at 5:16 pm
Thanks for your kind words, we REALLY appreciate your support!
January 9th, 2009 at 7:40 am
yeah you will need the support
January 13th, 2009 at 7:35 am
girls are so intimidating, ouch
August 21st, 2009 at 6:17 pm
r.i.p missboarder
November 26th, 2009 at 3:21 am
yeah what ever happened to this place??
they used to have an online store but its gone!
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