Sia_2006

retail spotlight

La Belle du Retail

Burlington Boutique syncs Boards, Art & Ab-Fab Fashion

BY JENN WEEDE

Humility and honesty emanate from Burlington’s

What makes it more ‘boutique’ than ‘shop’?

newest skate and snowboard-sports boutique —

TZ:

Maven has been intentionally designed with a

despite the bright and airy storefront’s name,

bright, crisp and upscale look. Many products are

‘Maven.’ The word means “one who knows” in

limited-edition items and artists’-edition pieces.

Yiddish, which just may be manifest destiny for the

Recognizing that Burlington is a small town, and

local shredders who opened its doors.

catering to our customers’ desire to own unique

items, Maven’s limited-edition philosophy carries

“Brendan (Foster) and I don’t consider ourselves to

over into the clothing — most individual pieces will

be experts in anything yet, but we’re learning quick-

only be available in three sizes and when those

ly,” says co-owner Trina Zide. In an industry desper-

three are gone, they’re gone.

ate for stand-out retail, Zide and Foster may know

more than they think about successful retailing.

SP Who are your key markets, and how do you

Here’s why:

reach them?

TZ:

The age ranges from 15 to 35. One key strategy

both local artists and artists from across the country.

Also, Trina and I are completely dedicated to either

SP What makes Maven unique in snowsports

is events here at the shop.

retail?

BF:

We’re stoked to be involved in hosting and

completely revamping the Burlington skate park or

TZ:

Maven caters to the ever-increasing and evolv-

sponsoring movie premieres and other industry

getting a new one built, so we’ll be working very hard

to make that goal a reality as well.

ing relationship between fashion, art and the skate-

events and we’ll also be having art shows, featuring

boarding and snowboarding industries. Our busi-

ness explores this new dynamic, fueled by our

shared passions for all its components.

SIA Initiatives in Action

Emphasizing softgoods over hardgoods (90 percent

of sales are apparel), we carry mostly boutique and

Framingham Shop Takes Project Kids to Heart

higher-end clothing lines, including RVCA, Matix,

Gentle Fawn, Lifetime, Volcom, Nikita, Burton,

BY GRAHAM GEPHART

Analog, Sound Girl, Modern Amusement and

WESC, many of which are backed by skaters and

When Summit Ski and Snowboard Shop’s Teddy

snowboarders. We’ll carry only the highest-end

Schiavoni strolled through the main corridor of the

hardgood lines, such as Burton Coalition boards and

Mandalay Bay Convention Center during SIA.05 on

bindings. The selection will be broader on the skate-

the lookout for new trends and ideas, he discovered

board side, with top-quality product from Stereo,

a different perspective at SIA’s Project Kids booth.

Girl/Chocolate, Element, Zoo York, Antihero,

Developed by SIA in 2003, Project Kids explores

Renegade, Wounded Knee, Real and a select few

ways to influence kids between the ages of six and

Framingham, MA. Once he was back home, Summit

others. There will also be a healthy footwear selec-

13 and their participation in winter sports. “We devel-

Ski and Snowboard remodeled its kids’ department. In

tion, featuring Ipath, Fallen, DC, ES, Emerica,

oped Project Kids to find ways to attract youth for the

rethinking his retail approach, Schiavoni combined all

Etnies, Vans, Lakia, and DVS.

long-term in recognition of winter sports’ participa-

categories of children’s products into one kids’ depart-

tion having essentially plateaued over the last five

ment and brought that department up front, making it

years,” says Alicia Allen, SIA’s associate director of

easier for children to find their sizes immediately upon

PR and consumer marketing. Located in the main

entering the store. Summit Ski and Snowboard also

lobby at SIA, Project Kids presents new ideas for

decorated the kids’ department with a different

retailers and manufacturers to increase awareness

scheme, using brightly colored throw rugs, stuffed ani-

and participation in youth winter sports.

mals, a small kids’ bench and toys to keep children of

“I always make a point to visit the display

all ages entertained while shopping.

booths in the main corridor during SIA,” says

“Ultimately, cross-merchandising all the product

Schiavoni. “It’s a great resource to gain perspec-

categories has helped to sell more of everything,”

tive on upcoming trends for next season and which

says Schiavoni. “By displaying and merchandising

products are being highlighted by manufacturers.

various ‘color ways’ from various products, it has

It’s too easy to come into the same place to work

helped us legitimize our story of ‘what’s hot’ without

every day and miss the customer’s perception of

having to retell it repeatedly.”

the store, and the Project Kids booth reminded me

With accessories selling better alongside hard-

of being in my own (preschool) children’s rooms.

goods and softgoods, and children’s equipment sell-

The decorations, rugs and furniture made the

ing out first this year, the redesign of the shop has

booth feel warm and comfortable, and the cross-

paid off well. Perhaps more importantly, children

merchandising of hardgoods, softgoods and

have been happy to spend time playing and shop-

accessories helped me to realize how easy sug-

ping in their own section while the family peruses the

gestive selling can be, even to kids.”

rest of the store.

After a few trips to take notes and pictures of the

“The kids bring in the parents,” says Schiavoni.

Burlington Maven

Project Kids booth, Schiavoni had everything he need-

“And without the kids, there’s no future for skiing and

owners Brendan

and Trina

ed to improve the look and effectiveness of his store in

snowboarding.”

Snow Press

Day 1 skipressworld.com/snowpress

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