It’s layoff season at the big B and this year’s cuts have hit especially hard with nearly 40 of Burton’s 900-person global workforce handed their pink slips on March 16, 2016. This comes following major blows such as the bankruptcy announcement from Sports Authority, in which Burton is owed some $3.9 million, and rumors of Dick’s Sporting Goods’ decision to discontinue the sale of Burton hardgoods entirely.
Burton is framing the cutbacks as an attempt streamline processes and restructure the business. The cuts include multiple key sales roles, such as sales directors, the women’s brand manager and some product developers. The layoffs were across the board and no department was spared. In addition, the Los Angeles store will reportedly close and the NYC store is moving to a smaller location.
Burton President John Lacy addressed the staff in an email.
As you all know, this season was one of the toughest for our industry, due to unfavorable weather, global economic instability, and a challenged retail landscape. And while Burton continues to have a strong brand position, unfortunately our business is not immune to these realities. So in response, we’ve had to make very tough decisions, the hardest one being our action today to reduce the size of our global workforce by almost 4%.
What that really means is that we had to let some good people go. Friends and colleagues were affected in every area of our business, and in multiple regions, and it isn’t easy to say goodbye. We’ve now talked directly with everyone affected by these changes, and our HR team is working with each of them to provide full service support during this transition. These decisions are not easy nor are they taken lightly. Please know we will be doing everything we can to help ensure these individuals have the tools and backing they need to take on this next chapter.
Now, what does this mean for the rest of us as we move forward?
Let me be clear: I am confident we have the right focus, the right plans, the right product and brand platforms, and the right team to turn our business condition around. It doesn’t stop with just addressing our workforce. You have the commitment from the entire Senior Team that we will work on all aspects of our business to streamline efforts and maximize opportunities, with the objective to re-stabilize success today and in the future.
This is not news anyone wants to hear and we hope that things turn around in the coming season.
https://yobeat.com/wp-content/uploads/2016/03/Logo_of_Burton_Snowboards.jpg152653Sassy Cathttp://yobeat.com/wp-content/uploads/2018/05/yobeatdotcomsite.jpgSassy Cat2016-03-17 16:05:562016-03-18 10:41:46Burton Reduces Global Workforce by 4%