ZJ Boarding House Debuts New Store Concept

ZJ Boarding House, a Santa Monica staple for over 20 years, and the store of BRA Chairman Todd Roberts and his partner (our dear friend) Mikke Pierson is re-opening with a new look and feel with two of the three store sections being converted into Billabong and Hurley concept stores. As many of you know, ZJ previously had a three prong store with a section devoted to skate, surf and juniors/women. Todd and Mikke still retain ownership of all three sections under the new design, which they have indicated has added some much needed zest to their retail block on Main Street. This is similar to partnerships seen at HSS where their women/juniors section was converted to a Billabong concept shop.Now that ZJ’s is essentially consolidating from three stores to one, Todd and Mikke have decided to focus on those areas of the business where they get the best ROI. Junior’s will be smaller and the surfboard section will be slightly smaller with most of the focus on short boards because longboard sales have slowed. Footwear will be smaller and more focused.And, ZJ’s is scaling way back on its snow business. Instead, the store will focus on the areas that make money: rentals, service, technical work and...

Attendee Comments on the BRA Retail Summit

“It (The Retail Summit) gave me the opportunity to meet some new friends and reconnect with some old ones. There was so much good information and healthy interaction that I almost wanted to get back into retail. I look forward to helping further the retail/manufacturer relationship in the future. There is so much to consider with fully vertical retailers, internet sales, domestic and international economy pressures and our customers changing lifestyles. The more we all understand our changing business environment and the effect on each other, the better chance we have to grow our business together. Lets be smart and work hard to keep this open communication and exchange of information going. I’m still reeling from the stoke.” Glenn Brumage, IASC “I had a killer time (in Puerto Rico), learned an assload of stuff, danced with some Puerto Rican babe and met some incredible people.” Shawn Taylor, Santa Cruz Surfboards “I just wanted to say that I got a lot out of the Summit, and the content was extremely rich. I’ve been doing this retail thing for a long time and sometimes it can be quite uninspiring. I walked away from last week feeling re-charged and inspired. I’m not a big group email kind of guy, but I just wanted to say that you did a good job. Keep it up!” Pete Censoplano, Sun Diego “I know that all the Sk8 shops, Sk8 Park owners and retailers that attended were very stoked on [IASC’s] presentation. Your state of Skate combined with the Skate Deck merchandising report and creative thinking exercise were a big hit! I’ve received a ton of...