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 three or four 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.
“AI in the Aisles: 3 Easy Ways Brick-and-Mortar Retailers Can Increase Profitability Now” by via Total Retail
Credit: Getty Images by bluecinema Consumers accustomed to the autonomy of online shopping are often disappointed when they walk into physical stores, only to find that a retailer hasn’t updated its store experience to match new digital-inspired shopping habits....
“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,...
“7 Ways to Upgrade Your Retail Store Without Moving” by Bob Phibbs via The Retail Doctor Blog
I've seen a common misconception in my experience with retail transformations, including recent showroom makeovers with an outdoor power equipment store, a window fashions retailer, and a beverage store chain. Retailers often think they need a complete...
“Product Picks from the Floor of Outdoor Retailer Summer” by Cameron Martindale via The Daily
Photos by Cameron Martindell for The Daily. There was lots of great gear at the Outdoor Retailer Summer show. The Daily’s gear expert, Cameron Martindell, cruised the aisles to find the products that stood out. At Outdoor Retailer Summer this June, I visited...
“Gift Cards and the Age of Customer Loyalty” by Sam Lituchi via Total Retail
Credit: Getty Images by Adem Percem Increasing customer loyalty is always top of mind for retailers. Loyal customers spend more money at their favorite businesses, patronize shops more often, and promote the brands they love to other consumers in their networks. To...
“Industry Veterans Weigh In on Sole Tech’s Legacy” by Tiffany Montgomery via Shop Eat Surf
Clockwise from top left: Sole Tech Founder Pierre André Senizergues; head of marketing Don Brown; Pierre with former longtime Sole Tech exec Yasemin Oktay Hume. Far left photo courtesy of Sole Tech; others, SES file photos. Sole Technology has been an important part...
“Mastering the Margins: How to Price for Profitability in Retail” by Bob Phibbs via The Retail Doctor Blog
I recently asked my Facebook fans what price they would retail an item for if they purchased it for $50. I had answers ranging from $200 to $83.50 with all kinds of reasoning, like someone trying to be funny: "It depends on if the moon is full or not." But making...
“Meet the Skaters Representing Team USA at the Paris 2024 Olympic Games” by Brian Blakely via Transworld Skateboarding
@cortez With the Paris 2024 Olympics right around the corner, things are officially starting to heat up. The stage is set and we're stoked to announce all the ripping skaters who will be repping Team USA this summer. Nyjah Huston, Chris Joslin, Jagger Eaton, Tom...
“Summer Action Steps That Prep Retailers for a Holiday Blizzard of Sales” by Bob Phibbs via the Retail Doctor Blog
Christmas in July. We’ve all heard the phrase as a marketing slogan, but Planning Ahead for Successful Holidays is a better concept. By strategizing early, you can ensure your store is prepared to meet customer demands, optimize inventory, and create memorable...
“How Retailers Have Been Lured Onto the E-Commerce Battlefield” by Michael Provenzano via Total Retail
Credit: Getty Images by Hinterhaus Productions Amazon.com has been successful with many unusual strategies over the years, but one of the company’s most recent wins has been convincing retailers to undervalue their physical assets and focus on trying to compete in the...
“9 Core Skate Shops You Need to Visit in San Diego” by Brian Blakely via Transworld Skateboarding
Sixes and Sevens new location in Oceanside Skate shops are often the pillar of local skate scenes across the globe and are always going above and beyond to do great things for their communities. And while "core" shops exist all over the world, it's no surprise...
“U.S. Ski and Snowboard, X Games Announce Partnership” by Cooper Gegan via The Inertia
Photo: Joshua Duplechian / X Games U.S. Ski & Snowboard and X Games just announced they are collaborating to create The Winter X Games Series. The newly minted series will include U.S. Ski & Snowboard World Cup events, the Toyota U.S....
“Foot Locker’s new loyalty program lets shoppers redeem points for cash, sneaker access” by Cara Salpini via Retail Dive
The Sneaker Hub in Foot Locker’s new store concept is a space where shoppers can customize the laces of their new shoes, pick up online orders or sign up for the loyalty program. Courtesy of Foot Locker, Inc. A new mobile app will join the refreshed FLX Rewards...
“Integrating Offers: How Omnichannel Coupons Can Transform Your Retail Strategy” by Jimmy Doheny via Total Retail
Credit: Getty Images by sdominick The fusion of digital and physical shopping experiences is a strategic imperative in today’s retail environment. Omnichannel coupon experiences embody this fusion, allowing retailers to seamlessly connect with customers across...
“Hubi’s Surf Atlas and Wiilder Adventures & Animals A-Z Book Review” plus OR Summer giveaway by Doug Works (BRA Executive Director)
Last Summer, I started noticing a few Instagram posts from a number of our Retail Members including BRA Distinguished Retail Member Hansen Surf Shop in Encinitas and a number of outdoor adventure shop members about this interesting surf adventure book for kids called...
“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. In 2022, losses stemming from internet shopping scams and duplicity approached $400 million, according to statistics from the Better Business...
“The Olympics Will Show the World How Important Home Field Advantage Is in Surfing” by Evan Quanstrom via The Inertia
Vahine Feirro on her way to victory at Teahupo’o. Photo: Ed Sloane//WSL No surf fan was surprised when Vahine Fierro won last month’s historic Tahiti Pro. Fierro was raised on the detonating Teahupo’o barrels that can send chills through the spines of many...
“SVP Spotlight – How can Earthpack help you to take action to reduce your carbon footprint beyond Earth Day with shop-branded recycled and reusable shopping bags and other sustainable packaging needs?” + request your free sample kit by Doug Works via BRA
Most of you embrace and celebrate Earth Day, but what do you do to reduce your carbon footprint beyond Earth Day? Who can help you with shop-branded recycled and reusable shopping bags and other sustainable packaging needs? Founded by Dave Bock in 1989 in Irvine,...
“Revenue and Loyalty: The Power of Personalized Financing Options” by Yaacov Martin via Total Retail
In today's competitive retail landscape, providing a seamless customer experience is no longer enough. Consumers and businesses increasingly seek flexible and personalized financial solutions at the point of sale (POS). Since 2018, POS lending products have...
“Hawaiian Airlines Turns Old Life Vests Into Surfing Dry Bags” by Juan Hernadez via The Inertia
Not the worst idea, actually. Photo: Hawaiian Airlines Believe it or not, those inflatable airline life vests flight attendants are forced to perform weird presentations with have an expiration date. While the lifespan of your typical vest is (according to the...
“Workers at TJ Maxx and Marshalls are wearing police-like body cameras. Here’s how it’s going” by Nathaniel Meyersohn via Retail Dive
Retailers like TJ Maxx are turning to body cameras to keep stores safe. Eva Marie Uzcategui/Bloomberg/Getty Images/File New YorkCNN — Hourly retail security workers are now wearing police-like body cameras at major stores. Retail giant TJX, the parent...
“NRF: Father’s Day Spending to Total $22.4B” by Melissa Campanelli via Total Retail
Credit: Getty Images by andresr Father’s Day spending is expected to reach $22.4 billion this year, according to an annual survey released today by the National Retail Federation (NRF) and Prosper Insights & Analytics. This is the second...
“Olympic Surfing 101: Everything to Know Before Paris 2024” by Dashel Pierson via Surfer Magazine
Teahupo'o, Tahiti: surfing's venue for the Paris 2024 Olympics. Photo: Ryan "Chachi" Craig The Summer Olympics are right around the corner. Here’s a guide to get pumped before the world’s best surfers go for gold at Teahupo’o, Tahiti. Over a century ago, a young Duke...
“Outdoor Retailer Launches Expansive Hosted Buyer Program (apply here now)” by Bart Schaneman via The Daily
At the OR Winter show last November, Sarah Morton (right), OR senior attendee relations manager, gives a group of buyers a tour of the show floor. Photo by Keith Fearnow. Apply for the All-New Hosted Buyer Program Attention: Outdoor Retailer and Outdoor Design +...
“Retailers Are Putting the “Special” Back in Specialty Retail Via Private Label” by Kari Hamanaka via Shop Eat Surf (Executive Edition)
All product photos courtesy of Val Surf, Spyder, Jack's and Quiet Storm. Huntington Beach Pier background: SES file photo. We talk to the owners of Val Surf, Jack’s, Quiet Storm and Spyder about their extensive private label...
“The USPS Must Roll Back its Recent Postage Increases” by Jim Coogan via Total Retail
The postal price increases in the near term have proven to be a failure. The USPS modeling predicted that revenue would increase and demand wouldn't fall. However, the data tells a different story. In 2023, revenue of “marketing mail” decreased by $920 million and...
“How Retailers’ Wrong Sales Tactics Are Ruining Customer Impulse Buys and Considered Purchases” by Bob Phibbs via the Retail Doctor
I walked into a store in California last year, and what seemed like thousands of mason jar candles were stacked on a glass fixture from the '80s. It was right next to the register. I could see the logic of putting the display there. Candles are impulse items. We...
“Office Depot Exclusive BRA Member Savings Program now available for all BRA Regular (no cost) and all BRA Distinguished Retail Members plus video elaborating on this outstanding Member Benefit” by Doug Works, BRA Executive Director
The Mission of Board Retailers Association is to consolidate the voices, the experiences and the visions of Board Specialty Retailers into a cohesive organization. We do this by identifying ways to lower day to day expenses, to increase profit margins and to create...
“Longboarding Could Be Included in the 2028 LA Olympics” by Evan Quarnstrom via The Inertia
The beautiful surfing of Honolua Bloomfield was certainly on display at the recent ISA Event. Photo: Pablo Jimenez//ISA Imagine the world’s best longboarders gliding down the point at Malibu, but instead of Malibu’s typical Sunday afternoon summertime...
“SVP Spotlight – 4 Strategies to Find the Right Hire plus 40% off job postings for BRA Retail Members” by Doug Works (BRA Executive Director)
Hiring in retail is tricky. As a result, the good people behind Outdoor Industry Jobs are often asked about best practices for getting good candidates, and they wanted me to share the following 4 possible strategies to help find and hire top talent: Brag. A...
“Hawaii Claims the Shaka as Its Official State Gesture” by Jade Eckardt via The Inertia
Shaka from the North Shore. Why wouldn’t Hawaii claim the gesture? In addition to perfect surf and sunshine, Hawaii’s known for the shaka, the hand gesture that symbolizes positive messages like hello, goodbye, shoots, and aloha. It’s evolved from an intrinsic...
“Mama Skate Partners with Female-Owned Skate Brands for Epic Mother’s Day Giveaway” by Brian Blakely via Transworld Skateboarding
Celebrate Mom the right way! Marissa Martinez, owner and founder of Mama Skate, is teaming up with four awesome female-owned skate companies this Mother's Day to bring all you awesome skate moms an epic giveaway! Whether you skate yourself or are simply one of...
“Optimizing Special Events and Seasonality in Retail: Embracing High-Resolution Planning” by Greg Arthur via Total Retail
Mastering inventory for special events and seasonality is a key ongoing challenge for retailers of every kind and size. The ebb and flow of sales during festive seasons, promotions, shopping days, and holidays can pose significant hurdles for inventory management....
“WHAT’S IT LIKE RUNNING AN INDOOR SKATEPARK IN 2024?” by via Jenkem Mag
Jagger Eaton. Alex Midler. Every Japanese skater, probably. What do they have in common? They were all indoor skatepark kids. They grew up in a helmet, unbothered by rain, snow or the temptation of smoking weed behind a metal ramp. This usually took place at a local...
“Are Serrated Surfboards the Future? Koa Smith Thinks So.” by Dashel Pierson via Surfer Magazine Newsletter
Smooth, drawn-out rails? Nah. Koa Smith and Matt Parker are creating something entirely different. Photo: Album Surfboards Hawaiian free-surfer teams up with Album Surfboards creator for an innovative, uncanny new shape. Sir Isaac Newton, so the story goes, was...
“Honoring Small Business Triumphs: Inspiring Stories of Retail Owners’ Success” by Bob Phibbs via The Retail Doctor Blog
I have some amazing people I want you to meet and hear their advice for small business owners, but first, while researching this important celebration, I have to take a step back in time to where it all began. When did Small Business Week Start? President John F....
“Making AI Really Work for Retail” by Lisa Avvocato via Total Retail
Credit: Getty Images by Krongkaew Like every industry, retail is experiencing an artificial intelligence boom — and like other industries that operate with such small profit margins, any competitive edge is not only welcome but necessary to survive. AI offers benefits...
“Foot Locker unveils new store concept in ‘critical year’” by Cara Salpini via Retail Dive
Foot Locker’s first store of the future in Wayne, New Jersey. The company will soon open other locations in Paris, Melbourne, Australia, and Delhi, India. Courtesy of Foot Locker, Inc. Chief Commercial Officer Frank Bracken told Retail Dive the new concept fixes some...
“Bringing Joy to Retail: The Art of Human Connection in Stores” by Bob Phibbs via The Retail Doctor Blog
The art of selling is deeply intertwined with the art of human connection. As a retail speaker and trainer with over 30 years of experience, I've seen firsthand how the most memorable shopping experiences are those that spark a sense of joy and connection between the...
“Monthly retail sales from the US Commerce Department – Retail sales in March soar more than 5% beating inflation” by Daphne Howland and Caroline Jensen via Retail Dive
Photo Illustration: Shaun Lucas/Industry Dive; Getty Images The department’s Census Bureau tracks estimates each month. Retail Dive provides the numbers for key segments, and their year-over-year progress, or decline. Editor’s Note: Comparisons for individual segments...
“7 Key Habits of High-Performing Retailers That Don’t Include AI” by Tom Gleeson via Total Retail
Credit: Getty Images by Hinterhaus Productions I know you’re probably wondering if this article will be a blast on artificial intelligence based on the headline. You’ve come to the wrong place if you're looking for that. As you’ve probably witnessed, it seems every...
“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...
“Hollywood Sucks at Surfing: Five Times They Got It Right” by Nathan Myers via Surfer Magazine
The definitive list of Hollywood's only successful drops from the only man qualified to make it. From Beach Blanket Bingo to Blue Juice, they just don't seem to get it. The list of laughable missteps has come to occupy our daily communication. Come...
“Nonprofit Awarding Over $50,000 in Scholarships to Skateboarders” by Haley Mast via Transworld Skateboarding
Scholarships for skateboarders by skateboarders A fresh 501(c)(3) nonprofit organization called The College Skateboarding Education Association CSEF, is gearing up to give over $50,000 in scholarships to skateboarders, and their application just opened! CSEF’s mission...
“MasterCraft Celebrates International Women’s Day With Fourth Annual ‘Let Her Rip’ Campaign” by Staff via Wakeboarding Mag
Empowerment and building confidence are the foundations of MasterCraft’s Let Her Rip powered by Progressive. Courtesy MasterCraft Female-focused campaign empowers women and inspires boating confidence; includes mentorship from MasterCraft athletes Meagan Ethell,...
“Nike Embraces Wholesale Again as It Looks to Improve Results”
The Nike Air Max Dn, which launches March 26 in 4,000 doors. Photo courtesy of Nike Inc. Nike executives detail how the company plans to return to bigger growth. Plus, why Converse’s sales dropped double digits. This article is available to Shop Eat Surf Executive...
“Social Media’s Accountability Without Alienating Teens”
Teen social media users are in for a year of frustrating surprises. That’s because both the U.S. Senate and social media platform founders are facing pressures to make 2024 a year of remediation. YouTube expanded parental controls back in 2021,...
“The 12 Best Surf Books for Kids” by Rebecca Parsons via The Inertia
Stoke your child’s curiosity of the ocean with these twelve awesome surf books for kids. Photo: Torsten Dederichs//Unsplash. Reading is beneficial for everyone, but especially children. It helps to strengthen the brain, build vocabulary, stimulate the imagination, and...
“Visa and Mastercard Reach $30B Settlement to Lower Merchant Fees” by Marie Albiges via Total Retail
Credit: Getty Images by Westend61 Visa, Mastercard, and the banks that issue cards with them agreed to pay $30 billion in a lawsuit settlement that was first brought to the courts by merchants in 2005 . In reaching a settlement, Visa and Mastercard agree to lower...
Michaels boosts in-store experience with birthday parties, classes by Tatiana Walk-Morris via Retail Dive
Kids at a Michaels birthday party. Starting at $299, Michaels will help customers organize two-hour parties for up to eight children. Courtesy of Michaels The crafts retailer reimagined its class offering and introduced a party planning service for children in the...
“9 Proven Retail Strategies For Improving Sales” by Bob Phibbs via The Retail Doctor Blog
When you're looking for a Retail Sales Strategy that works, it's simple: you need to be brilliant on the basics. I had been hired in my business consultant role by a man looking to open a new store. After assessing the location and merchandise ideas, I...
“How to Run an Efficient, Impactful and Successful Sales Contest” by staff via Shop Eat Surf (reposted with permission)
Photo Courtesy of ENDVR Sales contests are powerful tools for brands. They incentivize and motivate sales associates to talk about their products and sell them to customers. And this extra push goes a long way for brands. In this article, we will explain how 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 two 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...
“Volunteers Rally To Build a New Skatepark for the Nigeria Skate Community – All thanks to the volunteer-led organization Wonders Around The World” by Haley Mast via Transworld Skateboarding
Wonders Around The World (WAW) is a 100% volunteer-run charitable organization whose mission is to make skateboarding accessible worldwide through the value of “Inclusion, expression, and development through empowerment”. WAW has traveled the world with a crew of...
“SKATESHOP (2021) Movie review” by BRA Executive Director Doug Works plus view trailer & full movie here
MOVIE INFO A group of skaters unite to save their local skateshop. Genre: Comedy Original Language: English Director: Ryan Peimer, Sarah Tang, Zack Whyel Producer: Curt Braden, Jerod Jacobs, Sarah Tang Writer: Zack Whyel...
“Redefining Retail: 3 AI Trends Leading the Way” by Antony Wildey via Total Retail
Credit: iStock.com by Surasak Suwanmake For some time now, many retailers have been exploring the use of artificial intelligence to enhance various aspects of their business, from inventory placement to merchandising assortments. However, the conversation gained...
“What is a skateboard shop? – ‘A cultural hub, capitalist outpost, the scene of my gravest sin?'” by Cole Nowicki
This is an extended version of a story that initially appeared in SBC Skateboard Vol. 24.1. You can look at that whole issue online here and subscribe to the mag here. The obvious, business-registry-grade answer is that it’s a place to buy hard and...
“Learn How to Increase Retail Sales With These 8 Pro Tips” by Bob Phibbs via The Retail Doctor Blog
Looking for resources on how to increase sales in retail? The key is to realize in many ways, brick-and-mortar retailers have a finite client base. After all, only so many people will be willing to walk into your store on any given day. While great marketing can...
“2024 Retail Trends: How the Latest Technologies Continue to Shape the Industry” by Pierre Kremer
Credit: Getty Images by FangXiaNuo Our rapidly digitalizing and globalizing world hasn't been kind to the retail industry these past few years, especially for brick-and-mortar stores. As a result, many retailers have begun to wrestle with questions concerning the...
“‘Pipeline’s for the F**king Girls’ – Caity Simmers and the Best Surf Quote Ever” by Joe Carberry via The Inertia
All that’s left is a world title. Photo: Bielmann//World Surf League Something crazy happened Saturday afternoon in Hawaii, on that little stretch of sand at Ehukai Beach Park. Out in the water, a new generation was blowing minds. A new generation of women, that...