Work in Skateboarding, Distribution Companies

Work in Skateboarding

Distribution companies are the vehicle to getting your favorite skate brands into your local skate shop. Most sucessfully run by skateboarders they play an integral role in helping both the brands they serve and the shops they supply.

If a business in the skate industry is something that interests you distribution could be an option if there are brands that you feel are not being catered to in your area. Read on for interviews with 3 skater owned distribution companies and the stories behind them.

Interview by Suziie Wang

was started a few years later when we saw an opportunity to build a local board brand. At the time there wasn’t anyone really focusing on the local scene & it seemed the obvious next step. As the years have passed Fivefoot4 has evolved into a distribution company working with brands such as Rip N Dip, Death Lens, Surprise Skateboards & Broadcast Wheels.

What is a distribution company and why are they important?

A distribution company imports and exports products on behalf of local and/or international brands to make their products readily available to retail shops in a territory outside of their standard reach & expertise.

As a distributor we bring long established relationships with the smallest store in a regional town to multi door nationwide operators.

We work with both brand & stores to better plan future ranges/ marketing/purchasing & hold inventory in stock to meet the requirements of the ever-changing skateboard industry.

Both brand & retailer benefit from the knowledge they are dealing with someone they know, trust & have regular communication with.

Also the flexibility we offer and the high standard that we work to ensure we meet delivery & financial agreements.

Which came first, Modus, 4 or Fivefoot4 (please elaborate what they all are) and how do they all impact each other?

I started Modus Bearings in 2003, but had been developing the products for about 12 months prior. Once everything was right & in production I had to begin to put my attention to how it would arrive to skate shops. Fivefoot4 began as the umbrella company to begin distributing Modus Bearings. I wanted to create a business structure with spectrum. It was a way to distribute products, but allow flexibility to take on different opportunities. In the beginning I was hopeful the bearings would do well, but wasn’t completely sure. It is tough to stand out in a tough category, but was overwhelmed by the support from stores & things grew very quickly. The 4 Skateboard Company

Why did you decide to start a distribution company?

In 1999-2002 I worked for another distribution company based in Sydney. I handled their skate business, which included NHS, Thunder, Street Corner, High Speed, Syndrome Distribution, Cliché, Rookie Skateboards & many others. I really enjoyed working with these brands, but quickly became frustrated working within a bigger mixed stream distribution business. The lack of focus on skateboarding meant I couldn’t take the business to where I felt it needed to go. I started Fivefoot4 to give myself a chance to realize the potential I saw in a distribution model with 100% focus on skateboarding.

What’s different about running a Distribution company outside of the U.S, any extra challenges involved?

Biggest challenge would be the physical distance & being on opposite time zone to the US. It just takes a little longer to co-ordinate things when you are at the opposite sides of the world. When I’m eager to start the day, LA is winding down. If you miss someone before their day ends you need to wait another day to catch them.

This is even more evident as Modus grows in the U.S. Logistically it is not a problem as we have stock warehoused in LA, but as we open more & more shops there we are noticing that we would like to have a closer connection. Whether we set up sales reps in various areas or open up an office there, it’s hard to say at this point. It’s about staying flexible to ensure we build solid relationship & thankfully we do have good distribution there with Eastern & Permanent.

With distributing brands into Australia we have decades of experience working with stores, so the challenges are the basics things like currency exchange or meeting deadlines. To keep pricing competitive & deliveries on time we just work as efficiently as possible & have all the right information ready to go.

What skills do you need to maintain a successful distribution company?

I think the ability to wear many hats & incredible time management.

Not everything goes to plan, so to be able to respond rather than react is helpful. To be able to listen, mediate and problem solve.

Alertness to change and a working knowledge of industry history also helps.

What makes Fivefoot4 different from other companies?

We still have a fax machine… We actually speak with our retailers regularly on the phone…

I‘m not actually sure what makes us different from other companies. I think it’s our genuine love of skateboarding & the passion to do what we believe is true to that, for the future of it without forgetting the past.

Many of our decisions are based on a positive end result for the brands we represent & our customers, rather than what we make out of it.

What do you look for in a potential brand to distribute?

First it starts with something that we’re excited about.

Maybe it makes us laugh, maybe it is a new take on something that has happened before. It could be something we have seen coming or something that we see missing in our customers business.

We then look at the quality of the product on offer, as this is integral.

Then the people behind the brand & what do they stand for. Then it comes down to their efficiency & ability to deliver on what they are doing.

Ideally, we like to work with people who take everything but themselves seriously.

How do you attract brands to want to be distributed by you?

Being such a small industry, we have built solid relationships over the many years with people from all areas of the industry. Personally, I started working at a skate shop 23 years ago. Picked up a skateboard 30 years ago, so that history has definitely helped. It is the same story with everyone who works at Fivefoot4.

We have a lot of experience between us & are customer focused so knowing what the retailer is missing has helped us secure prospective brands. I’m not big on poaching brands.

Our client list is also something that people look to and we always pay suppliers on time, every time.

What are 3 of the most important things you do for the brands that you distribute?

Treat them as our own. Ensure the right volume of stock, so we can service the demand without over-populating the market. Deliver on our word.

What are 3 of the most important things you do for the shops that you supply?

Work with them to ensure we are providing what they need instead of what we need to move. We speak regularly to ensure we have the right product at the right time.

How many people work with you at Fivefoot4 and what are their roles?

Currently there are 7 of us working at Fivefoot4 covering a wide range of roles.

I am so fortunate to have such a solid group of multitasking maniacs who handle everything from sales, graphic design, video editing, product development, team management, marketing, administration, logistics, cooking, cleaning or even entertaining the 1 year old Labrador.

It is hard to define everyone’s roles here, as it’s more an ‘all hands on deck’ operation. If one area of the business is busy everyone lends a helping hand.

90% of our retailers can have orders delivered to store with 18 hours.

This means we can accept orders from most shops even after they have closed for the day & still get the product there before midday next day. Great for essentials like griptape.

We are honest with our interactions & promote the store before ourselves whenever possible. Without them we are nothing.

How else do you work with skateboard companies aside from just distributing their product?

We try to coordinate our resources & ensure we are all pushing in the same direction with the right foot. It’s easy to sell their product, but to have everyone understanding who they are & what they believe in has more weight.

Is there anything you do as a distributor that people may not expect?

Still skate, build obstacles & try to not be serious whenever possible.

What are some pros and cons of the distribution business?

Pros… Seeing the industry evolve. New product & skating new product. Working in something you love & the characters you meet throughout the years.

Cons… Sliding currency exchange rates. Distance from LA. Seeing core retailers struggling from apparel & footwear pre-books which effects their ability to buy hardware.

This is the best thing about being a smaller distributor. It’s not just another product on another spreadsheet from the bigger distributor who bulk emails you.

Why is it important for Distribution companies to be owned by skaters?

Skateboarding is an incredibly rich culture, by no means a sport.

Knowledge and understanding of the history as well as actually skateboarding is what carries this. To lose the essence would be a tragedy. If skateboarders don’t own the company it can only be about money, which is frightening to me.

What would your advice be before starting a successful distribution company?

To identify if there is a demand for what you plan to do. Research, speak with as many people in the industry as possible. Start something for the right reasons. Be prepared to learn from anyone that is great at what they do both in and outside of the industry and bring that knowledge into your business, whilst maintaining a level of detachment to your emotions. Just because you love something, doesn’t mean everyone else will.

How would you figure out if one were actually needed where you live?

Begin talking with skate shops & the people you skate with. They are your customers, so if they are unable to get something then there is an opportunity there. Maybe this is the start of something…

skateboarding like eS Footwear/Altamont, I worked for a couple of years at Black Box, and was most recently Creative Director at DVS. Hopefully Permanent will continue to grow like it has so that I can dedicate more and more time to it. I’m in no rush.

What is a distribution company and why are they important?

The way that we classify distribution companies in skateboarding is a bit different than other industries, but basically a distribution company exists to offer support to an assortment of like-minded brands and make it more feasible for shops to carry the product.

By support, I mean that we join brands together to share resources like warehousing, sales, marketing, etc. Their importance is only as strong as the brands themselves, combined with the willingness of the customer to support the brands as a collective.

When did you start Permanent Distribution and why?

I started PERMANENT.CO as a brand agency in 2013 before really considering it a distribution company. There were some great brands that were not getting representation in the US, and I wanted to help make the stuff that I was into available here. Actually even before that, the concept for Permanent came from my experiences with my brand Broadcast Wheels. I was facing some challenges with distribution of Broadcast product, so I began speaking with several of the large Distribution companies in the US about partnering. It seemed that the Distribution companies that wanted to bring on Broadcast were ones that I didn’t really feel good about for various reasons, and it usually involved them wanting to dilute the brand by cheapening the product or messing with the team. I viewed that as a certain death to the brand since I founded it on high quality USA made urethane, a diverse team, and didn’t want to see it reduced to something mainstream and generic.

What did you do before Permanent Distribution?

Permanent Distribution is actually quite small, much smaller than it may appear on the surface – so not only did I work on other stuff before this, I also continue to work a pretty demanding job while running Permanent. I’ve got 3 kids to support, so I rely on other income. But before starting Permanent, I worked at a few jobs in

Did you study, if so do you have a degree and do you think it helped you with setting up Permanent Distribution?

I originally attended college to study fine art and design, but began to be interested in the business side of things and changed my major.

I received my Bachelor’s degree from Brigham Young University in Business Management & Marketing. I would absolutely say it helped me with setting up this business. A lot of people say college is a waste of money and time or that a degree is nothing more than a piece of paper, but I’m really thankful that I stuck to it and finished school because not only has it helped me in my entrepreneurial endeavors, but having a degree also helped me get many of the jobs in the industry that I’ve had up to this point since having a 4 year university degree is a major point of differentiation when applying to work in skateboarding. A skateboarder with a university education is a unique and powerful thing, so I’m always hyped when I talk to skateboarders who have decided to continue school after high school.

What skills do you need to maintain a successful distribution company?

I don’t know – I wish someone would write a book titled “Skills You Need to Maintain a Successful Distribution Company”… and then make a movie about it so I could watch that since I would probably

not read the book. I’m just taking a ‘slow-andsteady wins the race’ type of philosophy. I’m measuring our success by 2 things: some form of growth each year (even if it’s small) and most importantly, selling brands that I believe in and that bring something unique to skateboarding.

What makes Permanent Distribution different from other companies?

I suppose the main thing that makes us different from other Distribution companies is the origins. I’m just a nobody from Nowhere, Idaho.

Most Distribution companies are started or maintained by current pro skaters, former pro skaters, or some deep-pocketed tradeshow titans searching for the fountain of bro. But I’m just in this because skateboarding has always been an important part of who I am, so I strive to make this work. Secondly, Permanent might be one of the only distribution companies to use multiple woodshops and be transparent about our factories. I feel like our customers like to know where their boards are made, and I am proud of who we work with.

It’s a bit of a logistical nightmare at times [to use several woodshops], but each brand uses its own special recipe, manufactured with that region in mind. I want Permanent to preserve the notion of quality and craftsmanship, so nearly all of our product is made in the USA. What do you look for in a potential brand to distribute?

There are so many brands out there. Some might say too many. So a positive and purposeful relationship with the brand is important.

As an artist, the first thing I notice is the overall art direction.

Everything from the name of the brand to the graphics to even the way the team is documented (and who is on the team, etc.). Of course most skateboarders tend to notice these things first as well, but it’s really important to me. The other thing I look for is product quality and manufacturing. How or where is the product made?

Can the brand share suppliers with our other brands, etc. One of the new brands we are distributing is called Format Systems Mfg. Really excited about that. Not all brands would fit well or work at Permanent, so I have to be very cautious and particular about which brands we take on to distribute.

How do you attract brands to want to be distributed by you?

I don’t really know what has attracted them to us, to be honest.

It’s a small world, so I think that if brands appreciate the mix that Permanent distributes, they can imagine their brand fitting well alongside the brands already on the roster.

What are 3 of the most important things you do for the brands that you distribute?

Sales and communication support, introducing their brand to skateboarders who haven’t encountered it yet, and offer help with US production because most of our product, even from the International brands is made in the US. What are 3 of the most important things you do for the shops that you supply?

Help promote and support them thru our own marketing efforts.

When shops receive a fresh supply of product from Permanent, I always try to help spread the word thru our channels. We provide product to shop riders and donate product for events, as well as offer low minimum orders and other promotions that make carrying Permanent easy for the buyers. We have close relationships with most of the shops that carry our stuff, so I’m really appreciative of their support. Permanent would literally be nowhere without the shops that we supply.

How else do you work with skateboard companies aside from just distributing their product?

There are several really great skateboard brands that surfaced around the same time as ours. We have good relationships with these guys, many of these brands are run by close friends of mine – and even if I don’t end up distributing their product, we exchange ideas, give each other support, product design help, etc. Since we distribute more than just boards, I often work with other skateboard companies on rider-related things. In other words, product collaborations, team stuff, etc.

Is there anything you do as a distributor that people may not expect?

People might not expect that Permanent is probably the smallest distributor in the country, not an entire building of employees. It’s sort of just myself and 1 or 2 part-time (but really dedicated) individuals who help me. Our product is shipped from a pretty awesome warehouse in Boise Idaho. Why? Because shops can get their orders within a few days of shipping, anywhere in the US.

What are some pros and cons of the distribution business?

Pros? It’s sort of a dream I’ve had ever since I first started really getting into skateboarding. In the early nineties I looked at all of the new brands starting up and joining forces, and it was a movement that I wanted to be a part of somehow. Cons? Terribly low margins are available for the distributors, a really competitive landscape, and my FedEx bill. All that boring business crap that nobody wants to hear.

What are the different roles at Permanent Distribution and how many people do you employ?

I employ 1 fulltime employee. Me. But the good thing is that I’m always Employee of the Month. I suppose I can’t hire anyone for at least a year because I had to order 12 plaques with my name & photo on them. However I do have several VERY helpful individuals that fill key roles at Permanent. These friends, people helping with sales, and the team riders are certainly what make this thing work.

What do you look for in sales staff?

People who aren’t flaky. Salespeople that are committed, focused, and willing to take some shared risk are surprisingly hard to find. I find that the types of individuals who have built their own DIY skate spots or started their own brand, zine, or shop have that magic spark.

We don’t actively “sell” using the same methods that most companies do. So far it’s mainly been word of mouth and a few friends who have taken the role of part-time salespeople. There isn’t a national force of Sales Reps or an internal Sales Staff or anything like that.

Why is it important for Distribution companies to be owned by skaters?

That is a question that could be answered in a hundred different ways. But most Distribution companies are owned by skaters or former skaters anyway, at least the hardgoods distributors. We’re the only ones crazy enough to do it despite the minimal monetary reward. I didn’t start skateboarding for monetary rewards, it

never even crossed my mind. Luckily, there is absolutely nothing appealing about the financial statement of a skateboard distribution company that would attract too many vultures. The vultures seem more interested in poking around at all the stuff besides skateboards: drinks, headphones, sunglasses, video games, or whatever other stuff they can come up with that smells or looks like skateboarding. But as long as the majority of Distributors are kept in the hands of skateboarders, and skateboarders are sharp enough to know the difference, we’ll be alright.

What are some tips for starting a successful distribution company?

That depends largely on what your definition of success is. Like I mentioned earlier, the way I have defined success for Permanent is slow growth and being proud of the brands that I distribute. So in that case, starting a successful distribution company is a result of knowing what you consider success and sticking to it.

What is a distribution company and why are they important?

A distribution company basically works behind the scenes to get the skateboards and products made by your favorite brands delivered to your local skate shops. Basically, a distributor warehouses all of the boards, apparel, trucks, etc from a group of brands and then sells and ships them to skate shops in a specific area. Some are set up to serve certain regions like the southwest, or the northeast.But our distribution company sells to the entire United States.

Why did you decide to convert Theories of Atlantis into a distribution company?

Well, it’s weird because it didn’t really happen intentionally with Theories of Atlantis. Originally it was just a blog site where I would write stories and sell my own skate videos and some videos from other independent video makers who’s work I really liked. But in my opinion a lot of the skate industry became pretty boring. There were a handful of successful brands that were in every single shop and none of them were doing much that was interesting to me. And then a few of my friends started their own brands. And they each were skaters I was working with already in the Static IV video so I gave it a shot at carrying some of their boards on our web store. And then shops started reaching out to us about getting those brands into their shops. Our first brands were European brands that weren’t available yet in the US. So we were the only way people knew how to get a hold of them. So it started out like that. And it eventually grew into a collection of all of my favorite brands and skaters under one umbrella.

Did you study, if so do you have a degree and do you think it helped you with your career in Skateboarding?

I studied photography a little bit in community college which I think gave me a slight advantage with making skate videos down the road. But as far as the distribution company goes, I unfortunately did not do any schooling that prepared me for it as a career.

I wish I had studied business because it would benefit me greatly now. But I would say that my history of working with skateboard-

ers through video projects, and also being a skater myself, gave me an advantage. Because I think it proved to a lot of people that I’m dedicated to skateboarding for reasons other than pure business or financial gain. And it has helped our relationships with shops because most shop owners are doing it purely for the love of skateboarding as well and we have a mutual respect of each other.

What skills do you need to maintain a successful distribution company?

Hmmm......having a talent for organization and business would be very helpful from the start.

Being good with people will also be very helpful. It also helps a lot to be distributing brands that you really believe in and care about.

What makes TOA different from other companies?

Well, just on the surface there’s the obvious answer that we were the first distribution company to base it’s whole operation around underground independent brands, magazines and videos from around the world. We’re also the only distribution company in New York City and although we’re not trying to compete with the west coast industry we’re trying our best to give a voice to the side of skateboarding that hasn’t been given it’s deserved share of attention for a long time.

Hopefully adding a little bit of balance to things.

What do you look for in a potential brand to distribute?

Basically, we first ask ourselves if it has a reason to exist. Does it offer something that’s missing or needed? And is there some exciting factor about the brand that sparks the imagination. There have been so many new brands popping up over recent years but a lot of them aren’t really offering anything new. So, those are the first guidelines I would say. We also don’t distribute board brands that don’t have pros and a team. And I prefer that a brand has a personality behind it who has contributed something to the culture of skateboarding.

How do you attract brands to want to be distributed by you?

Well, first off we’re very careful with where and who we distribute to around the country. We try to keep our brands feeling special in the shops that carry them. If a brand is in every shop you walk into it can become boring pretty quickly. We also create a decent amount of our own media and events to help promote our brands in unique ways.

And with projects like ‘Static IV’ or events like the TOA art show we did last July in NYC, I think we’re showcasing the skaters involved

in our brands in ways that are organic and pure. I don’t think we need to “sell” anybody on brands like Polar, Magenta and Hopps. All we need to do is spread the energy of these brands and the skaters behind them and the rest just falls together naturally.

What are 3 of the most important things you do for the brands that you distribute?

Well, first off we made most of our brands available in the United States. That is obviously the most important step, because half of our brands are European and previously were not available here.

Secondly we’ve curated a group of almost elite brands and personalities together here at TOA that’s almost unmatched anywhere else. So I feel that any one brand in our umbrella is already winning just for being in the same company as individuals like Pontus Alv, Jahmal Williams and Ricky Oyola or as such brands as Polar, Magenta, Isle or Traffic. And third, like I said earlier, to have projects like ‘Static IV’ coming out of the same camp as the brands we distribute offers something unique that I don’t think many other distributors could offer.

What are 3 of the most important things you do for the shops that you supply?

Good question...well, first off we have taken a big risk to import brands from around the world, making much smaller margins than other distributors, and therefore making a collection of some of the raddest brands in the world available here in the US that wouldn’t be available otherwise. I think that’s the most important. We also look after the shops who believed in us early on and took the chance to support our brands before most people knew about them. So some of our long-running supporting shops get exclusivity within a certain range.

How else do you work with skateboard companies aside from just distributing their product?

We do a lot that people aren’t aware of. We organize our own tours, trips and events. We team manage their US riders. We organize advertising with US mags and websites, and we’ve even filmed and produced commercials for some of our brands. It’s a serious partnership, especially considering that I’m personally good friends with the owners of all of our brands and we’ve worked together on video parts as a skater/filmer in the past before we were even doing business together.

Is there anything you do as a distributor that people may not expect?

Sure, I mean, for almost all our brands we have produced their shirts, hats and stickers for them at one point or another. We also help our foreign brands by team managing their US riders, advancing them their paychecks and setting up advertisements with US mags, websites, etc. We are pretty much a partner for them and we take on a lot of the work of managing their brands for them in the USA. What are some pros and cons of the distribution business?

A big con is the amount of money you have to put at risk when you invest in a new season of apparel and boards.

Over the first few years, as your business grows, you sink in a lot of money that you don’t see a return on because it’s always going back out to produce more apparel and hardgoods. So if you’re squeamish about taking out big loans from the bank and taking the risk of not being able to pay it back, then this isn’t the business for you. But the pros are getting to back and promote brands and skaters you really believe in. Our company is built 100% around ideals and styles that we stand for as individuals as well as a business. And we always have an outlet for our creativity and ideas. So in my opinion the pros are worth the cons.

How many people work with you at TOA and what are their roles?

We have 4 employees nowadays, including myself. Mike Newton is the sales manager and he oversees most of the communication and orders with our US shops. Pat Stiener is the production and design manager and he handles pretty much all of the design duties for Theories as well as overseeing the website. And my girlfriend Allyson manages the web store for us and helps me manage communications with our web customers and the warehouse. Our products are all

warehoused at Chapman Skateboards so they handle fulfillment for us. We send them the orders and they ship for us. We’re still nowhere near able to afford our own warehouse in NYC. So for now Chapman has been a big help fulfilling that need for us.

Why is it important for Distribution companies to be owned by skaters?

Because I think that too many important decisions have to be made with your heart and if you don’t have a real love and passion for skateboarding and skate culture than you’re bound to steer your company off course pretty quickly. Plus this business requires far more work put into it than you will ever get back in financial compensation. So why would you be involved in it for any other reason than for the simple reason of loving skateboarding and being able to support the skaters and brands you believe in?

What would your advice be for starting a successful distribution company?

Don’t be in a hurry. Start very small and grow organically. As you grow you will have to continuously have to reinvest to produce more product. So you’re better off having another source of income at first to support yourself until the company is self-sufficient. Which is bound to take many years longer than you’d expect.

How would you figure out if one were actually needed where you live?

Essentially it would come down to two questions....

-Are there any brands that you’re a big fan of that aren’t available in your region of the country.

-Do you think you could offer something different and better than what other distributors and/or brands are offering in your country or area? Sometimes there’s already a distributor for your area or already local brands, but they’re not doing it in a way that you believe in, and you think you could offer something new and interesting to your scene. So you then just have to ask yourself...is that something you believe in enough to invest years of your life and risk all of your money on? Good luck.