Industry Press Release

Nikita & Bonfire Snowboarding Under New Ownership: Pretty Great, LLC Adds Both Heritage Brands to Growing Portfolio


Portland, OR (July 20, 2015) — Pretty Great, LLC, and funding partner CRN officially announced today that it has acquired the Nikita and Bonfire brands from Finnish outdoor and winter sports company Amer Sports.  Pretty Great purchased the brands as of April 1, and immediately assumed full creative control while the two companies cooperated through a 90 day business transition period.

Nikita, founded and still designed by Heida Birgisdottir in Reykjavik, Iceland, offers a year-round offering of street-wear and a snowboard apparel and hard-goods line. Nikita is sold worldwide and is known for its unique signature style and appeal to both action sports and fashion markets. Bonfire, a global snow outerwear business grown in the Pacific Northwest with a commitment to sound design and function, just celebrated its 25th anniversary last year.

Robert Myers, President of Pretty Great, stated a cohesive plan for the brands. “Our goal, above all else, is to reinforce and maintain the integrity of the Nikita and Bonfire brands. Both have strong stories and timelines within the industry, and we will nurture that at a pace that best protects their heritage.”

Nikita and Bonfire will be managed by Pretty Great LLC and join a roster of curated brands to be announced in the future. Key employees of Nikita and Bonfire will remain with the company in addition to dynamic new hires, and the brands will continue to be based out of Portland, OR.

Immediate plans include a continued seamless transition for both brands and the sell-in of Nikita’s Spring/Summer 16 line. “I am very excited to apply my entrepreneurial and large business background to help realign Nikita and Bonfire to what originally solidified them such compelling brands and give them the best opportunity for future growth,” said Myers. 


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.

Nikita was born with a few handmade items based out of Iceland in the 1990s, and today has become one of the most popular brands for active girls. Collections in street, outerwear, and hardgoods provide a contrast of design, style, and functionality. Fit for purpose and made to resonate with similarly motivated, spirited, and creative women worldwide.

Bonfire has been handcrafting quality-riding gear for nearly a quarter century at the base of the Cascade Mountain Range. In an industry filled with uniformity, we pride ourselves on being unique. Our product is finely tuned for you—built to withstand winter’s danger and its delight, and always Tailored To Destroy.