Burton Snowboards Will Remain Family-Owned Company
Burton Snowboards will "remain a privately held, family-owned company despite the death" of Founder JAKE BURTON CARPENTER last fall, as the company named Carpenter's widow, DONNA, Chair and JOHN LACY its sole CEO, according to Jean Palmieri of WOMEN'S WEAR DAILY. Donna Carpenter had "shared the CEO post" with Lacy since the fall of '18. While all three of the Carpenter's sons have "chosen to work for the business," the running of day-to-day operations now will "fall to Lacy." Lacy, who has been with Burton for nearly 23 years, had "served as president for three years before being elevated to co-CEO." Carpenter said in sharing the CEO post with Lacy, she was able to "mentor John into the role." Palmieri noted Lacy's goal is to "continue to experiment with new products and technologies as he listens to the cues being given out by that customer base." Much of that work will "involve heightening the digital and direct-to-consumer efforts within the company while continuing to expand Burton's reach outside the U.S." Lacy said that Burton's technical outdoors product and equipment both are "performing well as snowboarding experiences a resurgence" (WWD.com, 2/20). Burton said that Carpenter will "continue to be 'very involved'" with the company as its owner and chair. The company added that she will "focus on 'protecting Jake's legacy,'" while also "supporting international markets and advocating for diversity both in the sport and in the industry" (FASHIONNETWORK.com, 2/21).