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.
“Curate or Get Curated” by Rich Honiball via The Robin Report
We live in an age of abundance: more information, more options, more products, more channels, more noise. On the surface, this abundance appears to be a gift—greater access, freedom, and personalization. But beneath that promise lies a growing tension: complexity...
“Gen Alpha loves brick-and-mortar retail. Here’s what they want when they shop.” by Erin Cabrey via Retail Brew
Fly View Productions/Getty Images The generation craves in-person retail experiences much like Gen Z, but their experience growing up in virtual worlds have created unique expectations for in-store shopping. Just when it felt like we finally had a firm grip on what...
“How Dick’s Sporting Goods Built a $13.7 Billion Business by Putting Community First” by Bob Phibbs via The Retail Doctor Blog
"It's Never Just a Baseball Glove": The Story That Shaped Dick's Culture Dick's Sporting Goods built a $13.7 billion business by treating every customer as a human being first and a transaction second. At NRF's Big Show this past week, CEO Ed Stack shared a signature...
“SURF EXPO’S 50TH ANNIVERSARY: WHAT BRAND MARKETERS AND SPONSORS SHOULD PAY ATTENTION TO” by Roy Turner via the SightlineLive.com blog
Surf Expo kicked off its 50th anniversary with a high-energy January edition that reinforced its role as the leading global marketplace for watersports and coastal lifestyle brands. A 15% increase in retail company attendance translated into...
“Intelligent Retail: Mastering Agentic AI” by Sarah Holbrook via The Robin Report
Agentic AI is an amorphous catchall that is tricky to define but managed to eclipse any other discourse at the recent 2026 NRF Big Show. Brands including LVMH, Home Depot, Warby Parker, Target, and others discussed their understanding of an Agentic AI future. They...
“TransWorld To Be Inducted Into The International Skateboarding Hall of Fame” by Blair Alley of Transworld Skateboarding Magazine
The International Skateboarding Hall of Fame just announced the Class of 2026 Inductees. Key Points The 2026 Skateboarding Hall of Fame inductees include TransWorld SKATEboarding and other key figures. The ceremony takes place May 15, 2026, at Vans Headquarters in...
“How to Train Retail Associates to Ask Why Questions Instead of What Questions” by Bob Phibbs via The Retail Doctor Blog
The laziest way to attempt to sell something in a retail store is to let your associates ask "what" questions. What product do you need? What size? What color? What price range? It's what I call the "let's cut to the chase" way of selling. Actually it's what we...
“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...
“How Dick’s fulfills 80% of online orders from its stores’ shelves” by Andrew Adam Newman via Retail Brew
Nurphoto/Getty Images The retailer talked omnichannel strategy at NRF. The advantages of shipping online orders from retail stores rather than warehouses and distribution centers are perhaps too obvious to mention, but since when did we let that stop us? As...
“Retailers carefully balance human intelligence with AI adoption” by Dani James via Retail Dive
Sundar Pichai, CEO, Google and Alphabet, and John Furner, incoming Walmart CEO, speak at NRF 2026: Retail’s Big Show in New York City on Sunday. Courtesy of NRF Big Show 2026 - Jason Dixson Photography Executives at NRF’s Big Show were quick to say AI can collaborate...
“How The North Face, Vans and Timberland are trying to transform their businesses in 2026” by Julia Waldow via Modern Retail
The North Face Apparel and outdoors giant VF Corp is revealing more details of its growth playbooks for three of its core brands: The North Face, Vans and Timberland. The company, which recently reported a 2% rise in revenue for its second fiscal quarter,...
“Surfer ‘Shot Out of the Water’ by Shark in California” by Cooper Gegan via The Inertia
“Jaws” helped shape the global perception of great white sharks, but it shaped it all wrong. Photo: Unsplash California just had its first shark attack of 2026. As USA Today reports, a Northern California surfer experienced a traumatic shark encounter...
“BRA X Retail Smart Guys: Three Tweaks to Improve Cashlow Webinar” featuring Dan Jablons via BRA YouTube Channel plus new Smart Retailer Scholarship opportunity
screenshot of Doug Works, Executive Director of BRA, and Dan Jablons, President of Retail Smart Guys https://www.youtube.com/watch?v=avEaAqO0nGA Did you know that there are three small tweaks (just a 2% change) that you can make to significantly increase your bottom...
“How to Develop Retail Managers From Within” by Bob Phibbs via The Retail Doctor Blog
Your store manager is buried. They're unpacking boxes at 6 AM, fixing the display that nobody else can seem to get right, covering a call-out on the register, and trying to squeeze in interviews for the third assistant manager who quit this year. Meanwhile, nobody on...
“Let’s talk about winter UV rays.” by Maggie Raymond via BRA Blog
When the temperatures drop and the snow starts to fall, most people pack away their beach towels and their sunscreen, assuming the sun's harmful rays have also gone into hibernation. UV radiation is a year-round threat, and for winter action sports enthusiasts, the...
“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...
“Gift cards gain popularity as top choice for holiday shoppers in 2025” by Lea Grgich via National Retail Federation (NRF) Newsletter articles
The hustle and bustle of the holiday season is in full swing, and plenty of consumers have gift cards on their shopping list. Gift cards rank as the second-most popular gift this holiday season and total spending on gift cards is expected to reach $29 billion this...
“For the first time in years, Pacsun is opening more stores than closing stores” by Julia Waldow via Modern Retail
Courtesy of Pacsun 2025 marks a major milestone for the Y2K-favorite brand Pacsun: It’s the first time in 18 years that it’s increasing its store count, rather than decreasing it, the company told Modern Retail. Pacsun, which is now at just over 300 stores, opened...
“How Retailers Can Mobilize for Peak Season: A Holiday Readiness Checklist” by Joel Mathew via Total Retail
Credit: Getty Images by Caiaimage/Paul Bradbury With holiday 2025 in full swing, retailers must ensure their technology and operations can support rising demand and higher consumer expectations. This comes at a time when mobile technology is emerging as the critical...
“Why small businesses must go narrow (extremely narrow) to survive – The path to success runs through radical specialization” by Faisel Hoque via Fast Company
A few blocks from my home sits a small Japanese grocery store that has been in the neighborhood for years. It’s the kind of place that once felt irreplaceable—carefully sourced ingredients, shelves stocked with items I couldn’t find in mainstream supermarkets, and an...
“An Ode to Simply Waiting For Waves” by Brian Sousa via The Inertia
Because it’s always worth the wait. Photo: Jarno Colijn//Unsplash f you added up the seconds that a good surfer actually spent riding the waves, it would amount to only the smallest fraction of an entire life.” -Ellis Avery, “The Surfer’s Secret to...
“From Clicks to Bricks: Taking Full Advantage of In-Store Pickup” by Grant Gustafson via Total Retail
Paths to purchase have changed significantly over the past decades, with customer journeys nearly unrecognizable compared to those of the early 2000s. With the internet at their fingertips, shoppers are more informed, connected to brands, and able to discover new...
“Black Friday vs Small Business Saturday” by David Oliveira via Retail Dive
If tighter purse strings have you worried about holiday revenue, take heart. This year’s shopping season is shaping up to be big. According to a 2025 Intuit QuickBooks survey, consumers plan to spend 25% more this holiday season - an estimated $263...
“How To Decorate Your Retail Store For The Holidays” by Bob Phibbs via The Retail Doctor Blog
Decorating a store is at the heart of great retailing. During these times, it will be the deciding factor in wowing wary shoppers and increasing impulse buying. Various seasonal times and holidays can inspire retailers to create magic for their customers. Young and...
“Monster Energy Becomes Founding Partner of X Games League” via Monster Energy PR
Courtesy of Monster Energy. It is the most significant deal to date between Monster Energy and X Games. X Games has announced a landmark three-year partnership with Monster Energy, establishing Monster Energy as the Official Energy Drink of the X...
“Solving the Supply Chain Puzzle: How Inicio Apparel Delivers High-Quality Blanks Without the Hassle” by Alyzah Mohammed
Why retailers are turning to this solution as a smarter, more sustainable alternative to traditional sourcing models. In today’s retail climate, finding high-quality blank apparel that’s both reliable and affordable shouldn’t feel like a gamble. But for many...
“RIP Kevin Wilkins: Thank You for Everything (1967-2025)” by Brian Blakely via Transworld Skateboarding Magazine
Copenhagen 2015 | Photo: Blair Alley Kevin Wilkins wasn’t just a voice in skateboarding—he was a backbone, a mentor, and a friend to so many. This one hurts. RIP to one of the realest. The world lost a good one yesterday, November 4, 2025. Kevin Wilkins was one of the...
“Chris Bacon: Driving Passion, Culture, and a Skateboarding Legacy” via Trackfly community blog
Few stories in the skateboarding world capture both the passion and dedication of a local shop owner quite like Chris Bacon’s journey with Board of Missoula. From humble beginnings to becoming a cornerstone of Montana’s skate and snowboard community, Chris’s story is...
“3 Problems Every Board Shop Customer Has — and How to Fix Them Instantly” by Kevin Adametz via Retail Solutions
Every board shop customer knows the struggle: killer shoes, soaked gear, and that unmistakable post-session funk. Whether it’s a day in the park, a dawn surf, or a weekend on the mountain, moisture and odor always tag along for the ride.Meet SmellWell Freshener...
“Tariffs force more Orvis store closures” by Daphne Howland via Retail Dive
In 2026 Orvis will close 31 stores and five outlets. Cara Salpini/Retail Dive The outdoor retailer began scaling down a year ago in order to focus on its core sports fishing and bird hunting customer. Dive Brief: Orvis early next year will shutter 31 stores and five...
“Toxic SPF Is Costing You More Than You Think—Here’s What Smart Retailers Are Doing About It” by Maggie Raymond via BRA Blog
Sunscreen is a staple in any outdoor, resort, or beachside retail environment—but many retailers are just now waking up to a growing problem: the harmful ingredients hiding inside conventional SPF. For shop owners and buyers trying to align their inventory with...
“Why “Cash Is King” Kills Retail Sales (and Why Credit Card Fees Are Really Marketing Costs)” by Bob Phibbs via The Retail Doctor Blog
Credit card customers spend more than cash customers ... a lot more. Research shows card users spend 12 to 18 percent more per transaction than those paying with cash. The Federal Reserve found non-cash purchases average more than four times...
“Outdoor Retailer Has a Fresh Mindset — and New Location in Minneapolis” by Vicki M. Young via Footwear News
Outdoor Retailer has a new agenda for its reimagined trade show, which now sees it setting up shop in Minneapolis. Outdoor Retailer is moving again, this time to Minneapolis as it looks to rebuild its presence in the trade show circuit. The Colorado Convention Center...
“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...
“Your Best Customers Are Forgetting You (While You Send More Emails)” by Bob Phibbs via The Retail Doctor Blog
Customer acquisition costs are up 38%, while retention rates keep sliding. Your marketing budget is working harder and delivering less. Your best customer hasn’t walked through the door in three months. Meanwhile, you’re on your 17th email blast… and they forgot about...
“NBA Star Gary Payton II Launches The Skate Board Association to Professionalize Skateboarding” via Shredder News
NBA free agent Gary Payton II is flipping the game and this time it is on a skateboard He just launched The Skate Board Association, a professional league that is all about giving skateboarders the recognition and cash they deserve. Skateboarding magazine According...
“TrackFly and ActionWatch Announce New Partnership” by Tiffany Montgomery via Shop Eat Surf X Outdoor
The surf and skate industry’s main data firm is joining forces with a data company that provides a unified platform that is compatible with all retailer and POS systems, which will reduce data turnaround from days to hours. TrackFly, a company specializing in...
“What About Brands?” by Jeff Harbaugh via JH & A Market Watch Blog
Many years ago, I wrote a Market Watch column on branding. I opined that the importance of brands might be declining in the action sports world as products became reliable and similar. My friend and, at that time, editor Sean O’Brien at Transworld thought...
“Foot Locker shareholders approve Dick’s Sporting Goods acquisition” by Cara Salpini via Retail Dive
A Foot Locker store in Chicago. The proposed acquisition would combine Foot Locker’s 2,400 stores with Dick’s Sporting Goods’ 800 or so. Kaarin Moore/Retail Dive Dick’s Sporting Goods said Tuesday the deal has received all regulatory approvals and should close...
“Retailers: In-Store Surveys Lie. Mystery Shops Don’t.” by Bob Phibbs via The Retail Doctor
Your customer surveys are lying to you. I know that's harsh, but it's true. Those QR codes and website URLs printed on every receipt? The feedback they generate is about as reliable as asking your mother if she likes your cooking. Receipt surveys attract the most...
“Dale Webster, The Man Who Surfed For 14,641 Consecutive Days, Has Passed Away” by Cooper Gegan via The Inertia
In the history of the sport, there are few who have matched Dale Webster’s dedication to surfing. Known as “Daily Wavester” or “Everyday Dale,” he lived his life with a singular purpose: to maintain the longest streak of consecutive days surfed – a feat...
“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...
“Stopping Rising Retail Crime Requires a Layered Approach to Security” by James Stark via Total Retail
Credit: Getty Images by GoodLife Studio A recent survey from the National Retail Federation revealed that 50 percent of retailers are more concerned with retail crime than they were just one year ago. That same survey found that the average number of...
“Retail buyers are reacting to tariffs with AI and early orders” by Dani James via Retail Dive
Customers shop at a Target store during the holidays. A Deloitte survey found that most retail buyers are worried about adequate inventory this holiday season. Courtesy of Target A Deloitte report found the industry is using the tech to navigate a shifting trade...
“If You’re Always Running a Sale, You’re Always Losing Margin” by Bob Phibbs via The Retail Doctor Blog
From independent boutiques to national chains, many retailers lean heavily on coupons, sales, and markdowns to drive traffic. On the surface, discounting seems like an easy win to boost sales. In fact, almost all American shoppers (a whopping 94%) redeem at least one...
“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,...
“Five Reasons Every Specialty Board Retailer Needs to Experience Surf Expo” by Angie Marks
Imagine a place where the boardsports and coastal lifestyle meets cutting-edge business, where passionate retailers like you connect with the industry’s top brands, up-and-comers, and a community that thrives on stoke. That’s Surf Expo. Since 1976, Surf Expo has been...
“Wholesale Isn’t Dead, It’s Revitalizing Growth” by Shelley E. Kohan via The Robin Report
The traditional wholesale model isn’t dying—it’s evolving into something far more strategic and profitable than many executives realize. The widespread belief that direct-to-consumer channels automatically deliver superior margins is a myth. Successful brands are...
“A FAREWELL TO BLACK SABBATH THROUGH THE LENS OF SKATEBOARDING” by Christian Senrud via Jenkem Mag
It’s hard to imagine skateboarding without Black Sabbath. Without them, whose name would AVE spray paint on some forgotten concrete in Mindfield? Whose music would lay the soundtrack for every weekender’s personal Zero Sunday mission? Nobody. That’s...
“Retail Supply Chains Are Broken – Here’s How Unified Platforms Fix Them” by Bob Phibbs via The Retail Doctor Blog
If you've spent any time in Enterprise retail, you’ve seen it: departments that don’t talk to each other, systems that weren’t designed to share data, and a patchwork of bolt-on software that leaves you with more questions than answers.I had a conversation recently...
“First Look: Champs Sports unveils reimagined store concept” by Marianne Wilson via Chain Store Age: The Business of Retail
Champs Sports reimagined retail experience designed to embody its “Sports for Life” brand platform. Champs Sports has debuted a new retail experience designed to embody its “Sports for Life” brand platform. The retailer, part of Foot Locker Inc., which in...
“Can You Read a Customer in 30 Seconds? – take the quiz” by Bob Phibbs via The Retail Doctor blog
Take our Retail Personality Styles Quiz to discover how you show up—and how to flex your style to sell more. Why This Quiz Matters Some associates connect instantly. Others lose the sale before “hello.”The difference? Knowing how to read personalities—and...
“‘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...
“Why Experienced Retail Staff Still Struggle To Convert Shoppers” by Bob Phibbs via The Retail Doctor Blog
You've hired smart people. Some have been with your store for years. They know your products inside and out. So why aren't they closing more sales? Here are the two issues: Experience doesn't equal engagement. And… Product knowledge doesn't guarantee conversion. The...
“CARV takes center stage” by Chris Ahrens via The Coast News
The last elaborate booth for the ASR (Action Sports Retailer) show in San Diego was packed up in August 2010. Those 15 years of slapping hands, bumping shoulders and surfing my way through crowds of longtime friends, bitter business competitors, beautiful young...
“This Is Going To Be A Buckwild Hurricane Season” by Owen James Burke via Surfer Mag
Satellite view of Hurricane Dorian (with digital enhancements) from 2019.Roberto Machado Noa/Getty Images NOAA cuts are here…and they’re not good. Heading into the 2025 Atlantic hurricane season, National Weather Service forecasters at the National Oceanic and...
“Transparency is the New Loyalty: Why Brands Should Treat Tariffs Like Sales Tax” by Dustin Engel via Total Retail
Consumers are waking up to a new economic reality: things cost more. From hot sake to tinted moisturizer to vehicles, the everyday evidence is piling up. For brand leaders, especially in retail, this isn’t just about inflation. It’s about trust — and how it's built or...
“What It Takes to Be an Awesome Assistant Store Manager” by Bob Phibbs via Retail Doctor Blog
If you’re looking for the top skills to be a good shop assistant or assistant store manager, you’ve come to the right post. One of the biggest stories I've not heard talked about is that retail didn't lose so many associates or managers as shift leads and assistant...
“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...
“Why retail’s e-commerce disruption era is over” by Daphne Howard via Retail Dive
In the last 15 years, the value of in-store sales fell just once, amid 2020’s pandemic lockdowns, according to a report from Colliers Monday. Daphne Howland/Retail Dive Brick-and-mortar stores drive the vast majority of core retail sales, and that won’t change any...