Burlington, VT – Twenty-six years ago, Jake Burton sold his handmade, newly invented snowboards out of the back of his Volvo station wagon. Selling directly to riders was how Jake started Burton Snowboards, which has since grown into the leading snowboarding brand in the world. This month, Burton continues this tradition by making select products available for purchase at its new online store, launching August 15th on the burton.com website.

Now riders who live hundreds of miles from a Burton authorized dealer or who can’t find a particular product will be able to buy Burton gear online. Product sold at burton.com will be limited to select outerwear and other softgoods, R.E.D. helmets, Anon Optics, Gravis Footwear and the new Analog streetwear line.

“The new online store provides a valuable service to riders, especially those in remote areas,” says Laurent Potdevin, president of Burton Snowboards. “This initiative, combined with our continued commitment to our existing retail channels, will expose more people to the complete family of Burton brands.”

Burton’s primary business continues to be driven by authorized retailers throughout the world. The new online store was designed to further increase Burton’s brand presence and expand awareness of its products to new audiences.

Burton continues to support all of its authorized dealers through direct catalog mailings to consumers, store location listings in both catalog and online and the recently launched 2004 ad campaign. In addition, Burton has stepped up its commitment to specialty shops by creating the Coalition Dealer Program, which provides top tier dealers with exclusive, limited-edition product offerings, P.O.P. and dedicated advertising support. Riders will continue to seek out the high level of service that they receive from Burton’s existing dealers, including the ability to see, touch and feel the products, as well as the one-on-one education, knowledge and expertise that these dealers provide.

Gear sold on burton.com is available for shipment in the U.S. only. Products will be listed at the suggested retail price with shipping costs and taxes added where applicable. To find a dealer near you or to purchase Burton product, visit www.burton.com.

Burton Snowboards, the world’s first snowboard factory, is a pure snowboard company solely dedicated to creating and perfecting a full-range of the best snowboarding equipment on the planet. Led by founder and owner Jake Burton, widely considered the pioneer of snowboarding, Burton’s passion is snowboarding – evident by their overriding mission to open snowboarding at every mountain resort. Why aren’t you riding? Celebrating 25 years in 2002, Burton has fueled the growth of snowboarding worldwide through continuous work with, and support of, their Global Team riders and development of successful programs such as Learn-To-Ride (LTR), The Chill Foundation, and the US Open Snowboarding Championships. Don’t make excuses. Headquartered in Burlington, Vermont with international offices in Innsbruck, Austria and Tokyo, Japan, Burton, the industry leader, is the brand of choice for millions around the world. There is snow somewhere.