SIA The Intelligent Partner - Summer 2007 - (Page 22)

I N DUST RY | RE TA IL ER | BY ISEULT D E VLIN | R etail success for winter sports in 2007? Try a mix of music, art, streetwear, and sports in an urban setting. It works for Seattle’s Evogear, recently named ‘07 People’s Choice by NW Source. Where else can you browse snowboards, skis, wakeboards, and edgy streetwear under one roof? Set in Seattle’s trendy Fremont district, Evogear’s buzzing shopping environment brings in the crowds. Founded by professional skier Bryce Phillips, who manages to still compete and ski at least 4 days a week in season, the store puts high-end denim brands next to snowboards, ski, wakeboards, and other gear and it just works. In fact, Phillips limits all boundaries going for a very modern, unique concept in a done-up warehouse “Everything co-exists the way it does now, says Phillips, who says Evogear ” sells skis and snowboards beside each together because the “customer is past that. It just doesn’t matter now. We brought lifestyle and a more urban mix into the scene, says Phillips. ” The store is not just for shopping and part of the reason for the success is for sure the team Phillips has put together. Going from ﬁve to 45 employees in just four years, at Evo it’s all about “having fun while you’re at work, says Phillips. “I wanted to ” create a work environment that’s supportive of what people love to do, he added. ” Lifestyle is important and taking the time to do what you love is a priority for Phillips who passes it on to the gang. In fact, Phillips has had his best years as a pro skier during the last two seasons. Opening a 9,000-square-foot warehouse Phillips remodeled it from top to bottom using design skills he gained while working in real estate and residential remodeling “on the side” during his skiing career. “I wanted to be in a cool part of town and bring people into the space with events, music, parties and shows, says Phillips. ” Bryce Phillips Founder and Owner, evo, www.evogear.com – Seattle, WA How long have you been in the business and how did you get started? I wanted to ﬁgure out a way to support what I was doing [i.e. skiing nonstop at Whistler & traveling]. I started buying and selling stuff for a year – demo gear from ski/snowboard shops at Whistler—used gear. I had to ﬁgure out different ways to get stuff from manufacturers. I wanted to start small but grow eventually. I started a Web site and sold stuff on eBay – I had to ﬁgure out a way to be able to move product and manage the inventory I had. [Phillips started the online business in 07.] How did you do the first year? I had $300,000 in sales the ﬁrst year and a million the next year. What made you decide to build your store with both an online and brick & mortar concept? After four years, I got to the point where it was time to take it to a new level. I decided to open a store – there was a huge opportunity in Seattle – a lot of people 22 | SIA | T.I.P. | SUMMER 2007 http://www.evogear.com

Table of Contents Feed for the Digital Edition of SIA The Intelligent Partner - Summer 2007

Contents Word off the Slopes SIA Staff Contributors SIA Business SIA Board of Directors Greening the Biz Want Instant Success? Just Add Snow Out and About Day in the Life – Supplier Day in the Life – Retailer Day in the Life – Rep Products & Services Index to Advertisers

SIA The Intelligent Partner - Summer 2007

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