Welcome to the Board Retailers Association (BRA) website. Below you will find helpful and relevant articles that we carefully curate for the benefit of our BRA Retail Members several times per week. Be sure to scroll through the most recent articles or use the Search/Lookup feature in the Menu above to find topics and keywords related to recent and not-so-recent articles that may help you lower costs, increase margins, or create more remarkable customer experiences. We deliberately made this our site landing page to demonstrate our commitment to “Protecting Retailers and a Lifestyle” for over 20 years (since 2003).
Be sure to visit the About Us, Retail Member Benefits and Join pages on this site to learn more about and benefit from our resourceful nonprofit trade association committed to helping board specialty, outdoor specialty, and lifestyle specialty retailers to survive, thrive, and keep “the special in specialty” for free.
“US and China Announce Agreement to Cut Reciprocal Tariffs for 90 Days” by Joe Keenan via Total Retail
Credit: Getty Images by narvikk The U.S. and China issued a joint statement on Monday announcing an agreement to cut reciprocal tariffs for 90 days, with both sides "recognizing the importance of a sustainable, long-term, and mutually beneficial economic and...
“75 Things Retail Employees Can Do When They’re Not Busy” by Bob Phibbs via The Retail Doctor Blog
Your payroll is still running even when the floor is empty. Here's how to make every minute count. Originally, I shared just 50 of these ideas. The response was so strong, I decided recently to expand it. Now there are 75 ways your employees can stay sharp, useful,...
“Opinion: Surf Shop Day Highlights Importance of Shops in Surf Culture” by Vipe Desai and Mike Vavak via Shop Eat Surf X Outdoor
Retailers showing support for the upcoming Surf Shop Day on May 17. Photos courtesy of SIMA. Surf Shop Day came from a casual chat between Mike Vavak, founder of Building The Revolution, and a friend. The two started brainstorming about a surf alternative to...
“Retailing and Partnering With Nonprofits: How to Start a Fundraising Program and Make a Difference” by Jon Biedermann via TR plus a list of BRA Community Partners (we suggest collaborating with at least one annually)
How to Start a Fundraising Program and Make a Difference | Credit: Getty Images by Peter Dazeley In today's world, retail companies are faced with intense competition and are constantly seeking ways to differentiate themselves from their competitors. One way to...
“HOW WILL TARIFFS AFFECT THE SKATE INDUSTRY?” by Ian Michna via Jenkem Mag
There’s been a lot of speculation about the exact effects of the latest tariff (145%) on Chinese goods. And while we’re sure every at-home economist likely has a few valid points, we wanted to hear directly from the people actually making and selling skateboards about...
“Tariffs Threaten the American Dream (The Impact of Tariffs on Small Businesses and Consumers) via National Retail Federation (NRF) Blog
Small businesses, which make up 98% of retailers and support more than 13 million American jobs, are particularly vulnerable. Owning a small business embodies the ideals of freedom and opportunity that are central to the American Dream. However, tariffs jeopardize the...
“From Family Legacy to Modern Success: The Island Water Sports Story” by Cheyne Cottrell (Co-Owner of Island Water Sports) via Trackfly blog
Hi, I’m Cheyne Cottrell, General Manager and Co-Owner of Island Water Sports. My family has been riding the waves of the surf retail industry since 1977. This is my short story of how we navigated decades of challenges and expanded into new opportunities. I’ve also...
“Short-Term Retail Fixes for Tariffs” by Warren Shoulberg via The Robin Report
You really can’t argue with Joe Feldman, an analyst at Telsey Advisory Group: “We are spending a lot of time on something that continues to change and is rapidly changing. It’s not even worth trying.” Ever-changing, ever-chaotic, ever-devastating, the Trump Tariff...
“7 Critical Service Failures Driving Customers Away (And How Training Solves Them)” by Bob Phibbs via The Retail Doctor blog
The scene plays out in one of America's most prestigious department stores: A customer looking to purchase a high-end coat walks the sales floor for 15 minutes. During that time, not a single employee acknowledges him. Some are busy with their phones; others are...
“Unlocking Inbound Shipping Success: 5 Must-Have Resources to Overcome Your Challenges” by Leah Palnick via PartnerShip plus expanded BRA Shipping Program Benefit for DRMs
When you think about how to optimize your shipping operations, the freight you receive from vendors might not be the first thing that comes to mind. However, you have more control over your inbound shipping than you may realize, and when you have the right resources...
“THE SEARCH FOR SKATEBOARDING’S MOST FAMOUS CAR” by Ian Michna via Jenkem Mag
People throw out the words “iconic” and “legendary” pretty damn willy-nilly these days… Hell I’m probably guilty of it too when referencing my niche interests that nobody else gives a shit about. But when scrawling out a list of iconic skate videos, it’s...
“USA Surfing Should Remain Surfing’s Olympic Representative” by Vipe Desai via The Inertia
Caroline Marks certainly made USA Surfing proud. The entity wants to continue to help develop athletes like her. Photo: ISA Editor’s Note: The following opinion was penned by Vipe Desai, SIMA’s executive director, world champion Shaun Tomson, Peter “PT” Townend, USA...
“How to Level the Technology Playing Field for Brick-and-Mortar Retail” by Kal Amin via Total Retail
Credit: Getty Images by MoMo Productions Competing in the tech-saturated business landscape is easier than you might think Industries are rapidly adopting artificial intelligence. Today, 83 percent of companies are prioritizing AI in their business plans,...
“CARV Expo Shakes Up the Board Sports Industry With a New West Coast Trade Show That Promises to Be More Than a Brand Showcase” PR via Surfer Mag
Image of a vintage copy of The Surfer Quarterly over from when an issue only cost $.75 courtesy of Surfer Mag SAN DIEGO — CARV Expo, taking place June 20–22 at the San Diego Convention Center, will bring together board sports brands, retailers, athletes, media, and...
“Why industry data is important for specialty retailers plus insightful interview with George Leichtweis (BRA Chairman and Owner of Modern Skate & Surf)” via Trackfly blog
https://youtu.be/49AXHi3Ie40 Push play to listen to this insightful interview of George The begining of Modern Skate and Surf MARKGeorge, could you tell me a little bit about the history of Modern Skate and Surf, you've been around since 1979 is that right?...
“What Can Retailers Do About Trump’s Tariffs?” by Mark Cohen via the The Robin Report
The $8+ trillion retail industry is the backbone of the American economy and like all industries, success in retail relies on the presence of orderly strategies and planning disciplines. It’s difficult enough to accommodate the ever-changing landscape of consumer...
“Why Do Some Surfers Make Us Uncomfortable?” by Sunny Fassler via Building The Revolution Blogpost
The Italo effect is undeniable. The chains, the hair, the cars. When he launches into the air, arms windmilling in celebration, a tsunami of opinions crashes across social media. Love and hate in equal measure – nothing in between. It’s the same with Medina. Three...
“How Will the United States Tariffs Affect the Surfing Industry?” by August Howell via Surfer Mag
Economic uncertainty plus a revolving door of tariffs means surfers and brands will likely feel a squeeze. Following the news of tariffs announced (then unannounced) by United States President Donald Trump is like reading the world’s worst surf forecast. Impending one...
“Save Your Margins: 15 Retail Management Tactics” by Bob Phibbs via The Retail Doctor Blog
All retail chains face a brutal reality in 2025. Your margins are under attack from three directions: Promotion addiction: Your marketing team runs flash sales that train customers to wait for discounts, delivering temporary revenue spikes but permanent margin erosion...
“There’s No Way This Can Last: Surf and Outdoor Industry on Trump Tariffs” by Tiffany Montgomery and Kate Robinson via Shop Eat Surf X Outdoor
Stocks tanked, a major U.S. bank upped its risk of a recession to 60%, and brand executives scrambled Thursday to come up with a plan to respond to the severe tariffs announced Wednesday by the Trump administration. Paul Naude, the CEO of surf and...
“Powerful Snow Storm to Dump Up to 3 Feet of Powder in the Sierra Nevada” by Joe Carberry via The Inertia
Strap in, ’cause here we go. Photo: Andrew Miller//Mammoth Mountain ollowing a brief respite of high pressure that teased summer in western North America, a powerful winter storm is set to dump up to three feet of snow in the Sierra Nevada over the next...
“Retail’s AI Taskmaster: Technology Turns Associates into Digital Servants” by Bob Phibbs via The Retail Doctor Blog
I shared a story last month about a visit to Saks where associates were too engrossed in their smartphones to look up at shoppers. A friend commented they had the same experience and when they asked the manager, they were told, “Oh, they’re clienteling.” First, I...
“THREE TWEAKS THAT BRING SIGNIFICANT CASH FLOW” by BRA Advisory Member, Retail Consultant, and remarkable speaker Dan Jablons
Retailers often think that the next boost in their business is going to come from finding the next amazing line of merchandise, or discovering a new marketing tool (the next Facebook?). Sometimes they believe it will happen because they hire a killer...
“A Snow Sports Federation Is Trying to Seize Control of the U.S. Olympic Surf Team” by Evan Quarnstrom via The Inertia
Caroline Marks thinks USA Surfing should still guide surfing’s Olympic future. Photo: ISA A power struggle is brewing behind the scenes of Olympic surfing in the United States. As the United States Olympic and Paralympic Committee (USOPC) opens an application process...
“The 11 Most Frequent Forms of Retail Employee Fraud” by Arick Wierson via The Robin Report
Let’s be honest – when it comes to retail fraud, the online world grabs all the attention – and probably justifiably so. Last year, losses stemming from internet shopping scams and duplicity approached $400 million, according to statistics from the Better Business...
“Tariffs Aren’t Your Problem: The Truth About Retail Pricing” by Bob Phibbs via The Retail Doctor Blog
I don’t care what side of politics you are on, the new administration in its first month in office unleashed waves of uncertainty surrounding the continued funding of federal grants, the work of federal employees and tariffs. With many retailers already...
“What Would We Do Without Surf Forecasting?” by Sam George via The Inertia
So how’d ya know it was gonna be like this? in this part of the world? Photo: Marcus Paladino A growing number of mainstream news headlines these days have been heralding what appears to be the current executive branch’s systematic dismantling of myriad federal...
“The Retail Buyer’s Dilemma” by Mark Cohen via The Robin Report
I’m going to use a loosely analogous reference here to a classic game theory thought experiment known as the Prisoner’s Dilemma. In a nutshell, the Dilemma demonstrates that, in a set of adversarial or confrontational circumstances, everyone involved benefits from a...
“Ultraskate Win + Heart Attack + Longboarding to Recovery.” by Bill Ennis (BRA Board Member and owner of Dig Paddlesports) via Dig Paddlesports Blog
I checked my carotid pulse. It was there. February 25, 2024. 0300 hours. Radial pulse next. Blood was flowing through my wrist. "What in the hell is happening?" My back popped, but not much. I drank water, feeling dehydrated. I shifted my position in bed. Nothing...
“Combined book and speaker review for ‘All In’ and its remarkable author (and record-breaking waterman/ ocean pioneer), Chris Bertish” by Doug Works (BRA Executive Director)
Leading up to the most recent Surf Expo Trade Show, George (BRA Chairman and owner of Modern Skate & Surf) and I were evaluating potential guest speakers for our Board Retailers Association (BRA) Surf Expo Kickoff Breakfast, which was slated to happen on Day 1 of...
“Examining Surfing’s Culture of Cool and the Point at Which We Abandon It” by Brian Souza via The Inertia
Surfing just has that “cool factor.” Photo: Kenny Morris//World Surf League "Cool is spent. Cool is empty. Cool is ex post facto. When advertisers and pundits hoard a word, you know it’s time to retire from it…I want to suggest, therefore, that we begin to avoid cool...
“Skateboarding Hall of Fame Announces the 2025 Inductees” by Brian Blakely via Transworld Skateboarding
Photo / @skateboardinghalloffame Instagram A new batch of legends have been cemented into the Skateboarding Hall of Fame. The Skateboarding Hall of Fame has officially announced its 2025 class of inductees, and this impressive list features some of the most...
“2025 Retail Real Estate Outlook” by Buxton via National Retail Federation (NRF) Newsletter
In our latest Retail Real Estate Outlook, discover how retailers are adapting to a market where vacancy rates are at historic lows, while store closures continue to outpace openings. Learn which markets are emerging as retail hotspots and what strategies leading...
“Supercharge Your Brick-and-Mortar Business with These 4 AI Solutions” by Bob Phibbs via The Retail Doctor Blog
Artificial intelligence (AI) is no longer just a buzzword—it's becoming an essential tool for brick-and-mortar success. I recently wrote about the dangers of some of the tools being deployed to frontline staff creating Retail's AI Taskmasters. This post is a...
“Death of the 99 Cent Pricing Policy” by Warren Shoulberg via The Robin Report
Wanamaker’s Department Stores is generally credited with being the first retailer to price its products ending in 99 cents rather than rounding it up to the next dollar. Legend or reality, we do know the practice has become the foundation of most retailers’...
“50 Actions Retail Employees Can Do When They’re Not Busy” by Bob Phibbs via The Retail Doctor blog
What to do when your retail employees are standing around during those quiet store moments?Sure, you're fine with them taking a quick breather after dealing with a demanding customer or wrapping up a task. We all need that. But there's still that line between taking a...
“5 Reasons To Shop at Your Local Skateshop” by Blair Alley via Transworld Skateboarding
As Skate Shop Day approaches, here are five reasons to support your local skate shop. Supporting your local skate shop is one of the most important things you must do as a skateboarder. Artist Henry Jones has a beautiful breakdown of his top five reasons...
“As Corporate Surf Shops Shutter, Independent Shops Offer a Path Forward” by Jake Howard via Surfer.com plus link to SES article about Liberated Brand Retail Store Liquidation
ecker Surfboards in Malibu may be closing, but in its wake shop manager Mitch Taylor sees an opportunity to open his own business. Malibu‘s had a rough go lately, and the Chapter 11 bankruptcy of Liberated Brands isn’t helping. Caught in the downward spiral of the...
“OK Gen X: Purchasing Behavior of the Sandwich Generation” by Jasmine Glasheen
Which generational cohort has big middle-child energy? Enter the least discussed generation of all, born between 1965 and 1980, Gen X is dubbed “the Sandwich Generation” because they’re sandwiched between infamous baby boomers and equally infamous millennials. Gen X...
“Why Personalization Remains an Advantage for Independent Retailers” by Gourav Pani via Total Retail
Credit: iStock.com by Marko Geber In today's world, mega-retailers have changed the way we shop. They offer same-day delivery and auto-shipment and sell cheaper versions of popular brands. Because of this, consumers now expect faster, easier transactions. Yet, they...
“How Retailers Are Investing in Their Sales Associates” by BOF Insights, McKinsey & Company via Business of Fashion
Sales staff have a valuable role to play in connecting with customers. (Shutterstock) Differentiating the in-store experience is key to reigniting demand for in-person shopping, according to the BoF-McKinsey State of Fashion 2025. Brands can achieve that by empowering...
“Winter Returns: Up to Two Feet Expected in Parts of Western U.S.” by Joe Carberry via the Inertia
Please and thank you. Photo: Ikon Pass It’s been a lovely January for many parts of the West: clear and cold. But those regions sitting on healthy snowpacks received little, to no snow during the month. But winter is about to make a serious return as forecasters...
“This skateboarding economist suggests we need more skateparks and less capitalism” by Greg Rosalsky via NPR
A young skateboarder riding in front of the Ferry Building on the Embarcadero in San Francisco California.Adam Hester/Getty Images This first appeared in the Planet Money newsletter. You can sign up here. "The Skateboarding Ethic and the Spirit of...
“Surf Expo Showcases Innovation, Sustainability, and Vibrant Industry Momentum” via Surf Expo PR on SES X Outdoor
More than 750 exhibitors and thousands of retail buyers participated in the show. Surf Expo’s first event of 2025 was held January 8–10 at the Orange County Convention Center in Orlando, Florida. Attracting over 750 exhibitors and thousands of retail buyers, the show...
“Unconventional Experiential Retail Strategies” by Brian Delp via The Robin Report
In today’s rapidly evolving retail landscape, consumers are increasingly prioritizing experiences over products. This shift, coupled with tighter discretionary spending, demands that brands rethink their experiential retail strategies. The key question has morphed...
“‘It takes a lot of discipline’: How retail brands are educating their in-store staff” by Danny Parisi via Glossy
At the National Retail Federation’s annual Big Show this week in New York City, brick-and-mortar was at the center of the conversation. With the pandemic era fully behind us, customers are returning to stores, and brands and retailers are looking for ways to make the...
“Retailer Showcase: Surf Diva” by Cash Lambert via American Surf Magazine
Photo courtesy Surf Diva A two story building with yellow banners that read SURF DIVA just a few blocks from the Pacific Ocean in La Jolla, California: it looks like, well, just a surf shop. But the truth is far from that. The best surf shops are more than a brick...
“5 Reasons Your Store Should Shred the Digital Marketing Pipeline plus view on-demand webinar and access special resource guide right here” by Natalie Gowen of Moxie Tonic
Let me guess, you’d rather be on your board than thinking up marketing schemes. Want the secret to getting back outside? A solid digital marketing pipeline. With marketing in place, you can rest easy that customers are going to find your store, find their gear,...
“How Bridging the Physical and Digital Worlds With Creator Content is Revolutionizing Retail Advertising” by Michael Girgis via Total Retail
Credit: Getty Images by Dimitrios Kambouris There’s no denying it: consumers are constantly interacting with social platforms, engaging with creators, and exploring virtual spaces. However, while marketers and brands have been hyperfocused on building a digital...
“Why You Hate Firing An Employee, And How To Deal With It” by Bob Phibbs via The Retail Doctor Blog
My parents divorced when I was 11. For a long time, I felt there was something I could have done to prevent it. I thought I had some magical power to change the circumstances, which I guess is common in children of divorce. The feeling that the past could...
“Surf Expo Set for Biggest Show Since 2020” by via Surf Expo News by Tiffany Montgomery on SurfExpo.com
Surf Expo Show Director Roy Turner and Bob Hurley of FLORENCE, which is exhibiting at Surf Expo January. File photo by SES. The largest gathering of watersports and coastal lifestyle professionals returns in just one month to the Orange County Convention Center...
“How To Enjoy Cold-Water Surfing – Tips and tricks to keep spirits up when the temperature drops.” by August Howell via Surfer.com
While surfing is generally considered a warm water sport, temperature need not dictate your enjoyment of the ocean. In fact, if you can brave the elements encased in rubber, you’d stand a much better chance of scoring uncrowded perfection. The only problem is staying...
“7 Ways How To Grow Your Retail Sales The Week After Christmas” by Bob Phibbs via The Retail Doctor Blog
1. Greeting Customers Greet at the Door: Have someone greet people when they enter your retail store to tell them what is on sale with, "Good morning. The whole store is 20 percent off." You want to interrupt them before they get to the counter wanting their...
“Nike CEO: Wholesale partners ‘feel we’ve turned our back on them’” by Cara Salpini via Retail Dive
A Nike store at The Grove shopping center in Los Angeles. CEO Elliott Hill said he traveled extensively in his first two months in the role to get a sense of the retailer’s operations. Cara Salpini/Retail Dive Elliott Hill, who just took over the top spot in October,...
“Unplugged: The Real Reason Your Store Associates Can’t Connect With Customers” by Bob Phibbs via The Retail Doctor Blog
.A silent revolution is taking place. It's not about the latest technology or the newest product trends. Instead, it's about something more fundamental: how we interact — or don't interact — with each other in retail stores.I've witnessed the power of effective...
“Is Surfing an Art Form? Former Z-Boy Stacy Peralta Thinks So” by Owen James Burke via Surfer.com
The skateboard virtuoso and documentary filmmaker on why surfing, skating and well, everything, is a creative endeavor If you ask documentary filmmaker Stacy Peralta, everything in life can be approached as art, down to the most menial of vocations, the most rote and...
“3 Ways Retailers Can Capitalize on Holiday Sales” by Amber Hovious via Total Retail
Credit: Getty Images by zeljkosantrac It’s that time of the year when sales take on new horizons and retailers have the opportunity to capitalize on fresh consumer enthusiasm during the holiday season. The festive period is here, and retailers must prepare and refine...
“Mastering Email Deliverability for Successful Holiday Campaigns” by Dana Carr via Total Retail
Credit Getty Images by D3sign For marketers, no time is more crucial than the holiday season to connect with consumers through personalized offers and messages. This year, personalization is more powerful than ever, with Optimove Insights data showing a 227 percent...
“Vans’ New Retail Strategy is Filled With Life and Skate Ramps” by Hikmat Mohammed via Footwear News
The Vans store on Oxford Street. - Tom D Morgan The U.K. is one of the brand's biggest markets and it’s often an early adopter in the direction that the brand is heading in. Vans is returning back to its skateboarding roots, and that comes with a...
“Winners and losers of Black Friday 2024” by Daphne Howland via Retail Dive
A worker stands inside an apparel store at the American Dream Mall on Friday. Sister mega-center Mall of America said that more than 13,000 shoppers came through the doors in the first hour it was open on Black Friday. Kena Betancur via Getty Images With deals all...