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.
“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...
“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...
“US Father’s Day gift spending forecast to reach all-time high” by Mohamed Dabo via Retail Insight
The survey shows growing demand for personalised, experience-based gifts, with higher spending and online shopping leading. / Credit: Prostock-studio via Shutterstock Americans are set to spend a record $24bn on Father’s Day in 2025, according to new data from the...
“How Retailers Can Pivot at the Speed of Employee, Customer, and Market Needs” by Hunter Kafcsak via Total Retail
Credit: Getty Images by Flamingo Images In retail, speed is no longer optional. Customer expectations shift fast, and technology evolves even faster. Strategic priorities can flip overnight in response to market volatility, operational challenges, or competitive...
“”Welcome In” Isn’t a Greeting: It’s a Sales Killer” by Bob Phibbs via The Retail Doctor Blog
You've heard it walking through stores: "Welcome in." A phrase that sounds meaningful but isn't. It's retail's equivalent of a shrug - forgettable and damaging to customer experience. I first noticed it in Manhattan during store tours on Madison Avenue when an...
“Smart Tariff Navigation: 5 Customer-Focused Tips for Retailers” by Joy Taylor via Total Retail
Credit: Getty Images by MoMo Productions Retail is experiencing a spending surge as consumers shop ahead of the looming tariff enactment dates. While this provides a welcome sales boost, retailers need to prepare for potential spending slowdowns that will occur should...
“U.S. China Tariffs: All Fluctuated Up” by Warren Shoulberg via The Robin Report
The latest news that China and the U.S. have agreed to a 90-day ceasefire — albeit with tariff rates still substantially higher than before all of this started — has thrown the retail industry into yet another stage of panic as they scramble to see if they...
“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...
“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...
“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...
“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...
“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...
“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,...
“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...
“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...