Editors Note: 30 Shops In 30 Days column for the month of April as a way to keep a close eye on what's happening with retailers across the country. Over the next month, we'll feature a new in-depth shop profile every day on twbiz.com. Keep checking our 30/30 Calendar to see which shop is up next!
In 1984, founder of Winterstick Snowboards Dimitri Milovich opened the first Milosport in Salt Lake City, Utah. Today, there are a total of four brick and mortar shops as well as a flourishing online store. With successful locations in Salt Lake City, Orem, Lafayette, and South Jordan, Utah, it is no wonder Milosport won the TransWorld Business Regional Retailer of the Year for the second year in a row for the Rockies.
So what has kept the shop going and growing for so long? Josh Roberts cites customer service as one of the biggest factors to success after all these years. “Service is probably the biggest thing. We really try to make sure everyone is stoked when they visit Milo,” Roberts says. “Our goal is to help people have fun. We try to treat everyone the same, as if they are the most important person in the shop.”
Treating all customers equally is what helps bring in the diverse demographic of Milosport customers. While Roberts says the typical customers are males between the ages of 14 and 24 years old, they really get everyone “from the little groms to grandmas.”
Roberts believes that as a core retailer, Milosport has a specific role in catering to the customer. “We are responsible for driving trends, building excitement for snowboarding, educating consumers, and helping people have fun.”
“Being owned independently, we do carry some different brands but try to carry a similar product mix. Our major brands are Capita, Nitro, Union, K2, Stepchild, Holden, L1, Nike, 32, Flux, Neff, and way too many brands to name them all,” he says. “Variety is a big thing, we carry a large number of brands, more than your typical shop or big box retailer.”
Roberts says that each location carries different volumes of stock but provide a similar product mix while catering to the local market. Online sales, however, make up a large part of total sales. “We feel online sales will continue to grow, but the brick and mortar stores are very important and will also have some growth opportunities.”
While Roberts has a bright outlook for shop sales, he doesn’t predict the economy to get much better in 2011. “We have just had to work more and harder. We have taken less risks on inventory and really tried to manage our budgets well.”
At the end of the day, no matter what the economy, Milosport is all about snowboarding. Roberts says the most rewarding thing about working with brands and customers has been the friendships and good times snowboarding Utah pow. “We all are passionate about snowboarding. We live, eat, and breathe it.”