burton.com
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Burton: The Snowboard Titan That Won't Go Public
How a $20M revenue giant dominates with 3M monthly visits and a stubborn private ethos
Burton.com is a digital fortress for a legacy brand that refuses to play by Silicon Valley rules. With 3.1M monthly visits and a cult following, it's a masterclass in community-driven commerce that prioritizes the ride over the IPO.
"Burton isn't building a tech company; they're building a tribe that happens to buy gear."
The Cult of the Shredder
With 89 employees generating $20.2M in revenue, Burton operates with the lean efficiency of a startup but commands the loyalty of a religion. Their 46% direct traffic isn't a marketing metric—it's proof of brand equity built over 47 years. When you type 'burton' into a search bar, you're not browsing; you're returning home.
The SEO Moat
Burton doesn't just own 'snowboard'—they dominate the entire category's vocabulary. With 145K monthly searches for 'burton' alone, they capture the demand for their competitors' products. Their 3.1M backlinks form an impenetrable fortress, while their 17-tech stack (jQuery to PWA) prioritizes function over flash. This isn't a website; it's a destination.
The Trustpilot score of 1.6/5 from 222 reviews reveals a fascinating tension: Burton has built a brand so strong that even disappointed customers remain loyal. This isn't a bug—it's the price of being an authentic, community-first brand in an age of faceless e-commerce.
- Revenue per employee: $227K (exceptionally high for e-commerce)
- Direct traffic nearly equals organic (46% vs 45%)—a rare brand dominance signal
- Global presence with 50%+ traffic from 'undefined' regions (likely privacy-focused analytics)
- Multi-platform social strategy spanning TikTok to LinkedIn
The Anti-Amazon Playbook
Burton proves that in a world of algorithmic optimization, human connection and category ownership still win. They're not scaling—they're deepening.
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5 keywordsHow is Burton's SEO?
Open Graph Image
https://www.burton.com/static/content/2026/images/open-graph/burton-dot-com-open-graph.jpg
Meta Tags
Burton.com | Standing Sideways Since 1977 | Burton Snowboards US
Burton Snowboards brings the spirit of riding to you wherever you are. Break free, choose your line, and enjoy the ride.
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Burton Snowboards
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Reviews (20)
Great support team
The support team at Burton is just great. They're quick to communicate, and it genuinely feels like they want to help you.
Best warranty experience ever.
Had an issue with the paint finish of the Step on Genesis Hydro multi coloured bindings. Contacted Burton Europe directly and they couldn't have been more helpful. Sent pictures of the damage to the paint finish and they sorted out the warranty replacement so quickly including the return shipping label. Replacement bindings were sent within a week of sending out the original bindings. It's a shame there are so many negative reviews as my experience was really perfect. Thanks especially to Reka of Burton headquarters, based in Austria for dealing with the warranty claim.
I like their snow gear, but terrible delivery service.
I like their snow gear, seems good quality, and I'm mostly happy. I have Burton clothing, bindings and boots and they're all great. But this review is to rate the website itself and so they lose stars for using UPS or EVRI, both of those are by far the worst delivery services available. I don't think I'll be ordering from Burton again, purely because of their choice of using UPS or EVRI. Always late, and the delivery companies lie about delivery dates so you book time off work only for the driver not to turn up. Please start using a good delivery services like DPD. It's like Burton didn't research at all who provides the best delivery service for customers, if they did any research they wouldn't have picked UPS or EVRI. UPDATE: Lowering my review even more due to truly terrible delivery. I have now had 3 work days where I have been told my delivery would arrive by 1315 which would require me to work from home or take a day off work, only for the delivery not to arrive. Burton did not provide enough information to UPS to clear packages through customs, and UPS are slow and terrible and sorting anything. This has been a terrible experience for online ordering, and I will not be buying from Burton again due to their use of UPS.
No way to contact support.
Terrible experience ordering a fairly premium item from what I thought was a reputable brand. My order has been stuck at customs since last week. No UK contact number, and only one single response to my support emails in the past week - a generic response which didn't answer my query at all. My order's not going to arrive in time so I'm now trying to cancel it - let's see how that goes... Edit: of course it arrives after I cancel it. The product is no better, a 'premium' product covered in low-effort AI slop.
Burton.eu - Incorrect customs form declaration + unresponsive customer care = parcel stuck before next trip!
Burton.eu Having spoken with UPS, I was informed that Burton had a "batch of orders this week which had incorrectly completed customs declarations". Parcels were then stuck at customs waiting for the information. Having raised cases via their website and tried many times over the phone to reach someone there to complete what must be a reasonably simple task, I've had no success with getting any sort of response. Burton: Please contact me. people are waiting on their gear for trips which is stuck waiting at customs. Please respond to your support cases asap! It's not good enough customer service! GB01640065 GB01640531
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About burton.com
Burton Snowboards brings the spirit of riding to you wherever you are. Break free, choose your line, and enjoy the ride.
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Technology Stack
burton.com uses 17 technologies across their website including OneTrust, Klaviyo, DoubleClick Floodlight, Microsoft Ads, and more.
Privacy & Consent
OneTrust
Email Marketing
Klaviyo
Advertising
DoubleClick Floodlight, Microsoft Ads, Google Ads
Customer Support
Zendesk
E-commerce & Payments
Klarna
Analytics & Marketing
Google Tag Manager, Google Analytics
Traffic & Audience
burton.com receives approximately 3.1M monthly visitors and ranks #16,057 globally. The website has a bounce rate of 43% with visitors viewing an average of 4.4 pages per visit. Users spend an average of 3:11 on the site.
The majority of burton.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about burton.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit burton.com directly at https://burton.com.