Industry Press Release

Bonfire Unveils New Collection, Rep Force, Global Riders at SIA Snow Show

02/02/2016

Bonfire

Denver, CO (February 2, 2016) — Amidst a busy week at the Denver SIA Snow Show, where the booth was already abuzz with excitement for the first line produced by new owners Pretty Great, hundreds of retailers were shown the new line by a North American sales force comprised of both long-time and new reps for the brand. Bonfire also officially announced its new global team for the 2016/2017 season.

This season’s line was built with one goal in mind: to bring an outerwear collection to retail that could withstand the harshest conditions the Pacific Northwest could offer. To accomplish this, all Bonfire outerwear now carries a minimum waterproof rating of 15K or higher, ranging up to 30K. Ergonomic updates have been made to the fit of each piece, and new functional details like touch screen media pockets and pant gaiters with dual boa windows are featured across the collection.  Lastly, a Lifetime Warranty shows Bonfire’s commitment to every rider’s experience with our product.

Said Vicki Vasil, Marketing Manager for Bonfire, “We’re looking forward to showing the details the design and development teams have made to match the demand for quality outerwear in the marketplace, and to provide a Bonfire line that is consistent with the brand’s heritage.”

This season, the sales team, led by Global Sales Director Dave Kozak and Canadian Sales Manager Chris Nicholls, added new reps in several regions, including John Crouch with NW Roadreps in the North West, Brad Gobdel with Gobdel Productions in the Rockies, Grayden Favali with Wornig Sales in Western Canada, and Christian Leroux in Quebec and the Maritimes. These reps join a veteran crew of Bonfire reps that have supported the brand for years.

“Our Sales Force is the face of the Bonfire brand in their respective territories and working with sales pros that understand the needs of the specialty retailer is paramount,” said Kozak. “Adding new blood to our team gives even more energy to the Bonfire brand.”

Bonfire has also been busy assembling a team curated of riders that uphold the brand’s legacy, with a hub in the Pacific Northwest that is branching out across North America. The riders not only bring brand exposure to participants on the mountain, they contribute to the collection from start to finish.

The roster of new riders include: Dustin Craven, Johnny Brady, Beau Bishop, Parker Duke, Ralph Kucharek, Justin Norman, Keaton Rodgers and Melissa Riitano, with highlighted regional riders Grant Giller, Ryan Wachendorfer, Darrah Reid McLean and Jacob Carey. Bonfire is also working with dedicated photographer Shaun Daley to continue to elevate the brand’s digital imagery.

Dustin Craven

Said Dustin Craven of joining the ranks of Bonfire riders this year, “It’s a honor to become one of the newest team riders with Bonfire! The opportunity to be on a team that has had so many amazing pros in the past is extremely exciting. I’ve been alive for roughly as long as they have been a company, and to be a part of snowboarding for that long is bad ass.”

“We couldn’t have asked for a better season to enhance Bonfire’s selection of talent—the PNW has been getting hammered with storm after storm and everything is primed to perfection. It’ll be awesome to let everyone loose on our local terrain and get people fired up again about Bonfire,” said Jenna Kuklinski, Bonfire Team Manager.

Bonfire will produce several exclusive team projects during this upcoming season, highlighting the distinctive landscape found in their own backyard of the Pacific Northwest region.

Pretty Great, LLC is a company based on the idea that well considered product and brand authenticity are paramount. Pretty Great manages a curated collection of brands that have compelling, authentic and unique identities. It is our goal to focus each brand’s product offering, brand message and customer service to highlight what makes them unique.

Bonfire has been handcrafting quality-riding gear for nearly a quarter century at the base of the Cascade Mountain Range. With attention to high quality, and product features created to suit our riders’ demand, our outerwear is built to survive any element and perform at the highest level. http://www.bonfireouterwear.com