Retailer Profile : Hey Ho ! Skateshop

28 Apr 2008

Interview by Luke van Unen with Max Santapa of Hey Ho Lets Go skateshop in Barcelona.

Please give a brief history of your store?
Here in Barcelona we had a workshop designing and producing clothing and accessories. After some time we naturally started to look for our own shop too. Then, in 2005, with the help of a friend (gracias Angels!), we opened Hey Ho! Skateshop. Now we also have the photographer Hubert Ferroni working in the shop with us.

What is the main philosophy of the shop, and what makes it different to what else is happening in Barcelona?
The philosophy of the shop is to have the essence of skateshops in the 90s, a time when skateboarding was really a protagonist. For this reason we try to offer a complete range of skate-specific products (brands, sizes, qualities) and to have realistic options for the pockets of all skaters. Skaters can also come to sell or exchange their gear - decks, kicks, accessories, whatever,which generates a much closer relationship.

In 2006 we started the ACAS (literally translated as Cultural Association of Skateboarding Friends), which already has more than 550 members from 20 different countries. In the shop you can also find a bar, a video library and best of all, the only indoor mini-ramp in Barcelona, which we sometimes transform into a projection room.

Tell us a little bit about the skate scene in Barcelona.
The Barcelona skate scene is growing at an incredible rate. On one side there is the local scene with kids who have come out of absolutely nowhere, and the women’s scene, which is growing every week both in quantity and quality. On the other side there’s the foreign amateurs and pro’s that visit the city, arriving from all the corners of the world.

You guys are right next to the MACBA, arguably Europe’s hottest skate spot. Tell us a little about what’s going on there right now, and how you are working to resolve these issues.
The MACBA (Museu d’Art Contemporani de Barcelona, or Museum of Modern Art) has a public square in front of it through which a lot of people pass. This square is an ideal skate spot, but the number of skaters there now is incredible. It is still possible to skate there, but when the police arrive you’d best take off.

Two years ago a law was passed here governing civil behaviour that regulates use of public spaces. Although this doesn’t specifically say that you cannot skate, it does state that you are not allowed to damage the urban environment, you are not allowed to make noise, etc. etc. This means the police are free to issue fines for skateboarding and even confiscate boards.

Through ACAS we are in contact with the city council and various other associations from the district (e.g. residents and retailers) to find the best way to tackle the matter. Skateboarding has taken root in this district of the city, and nobody is happy with the current situation. There are proposals to find solutions to the problems, but this is a long and complex issue.

What is the product mix of your store?
30% skateboard hardgoods and 70% clothing. We are trying to build our business on more and more hardgoods.

Have you noticed a dramatic increase in sales of woman’s skate-related items over the last few years?
We are always seeing more and more women skating of many different ages. However, sales-wise it’s not clear – most of the girls buying skate products are not skaters themselves.

Does Hey Ho! make any of its own products?
Right now we have our brand GARDEN, which existed well before Hey Ho! Skateshop, producing male and female clothing and accessories. We have plans for Hey Ho! boards too.

Have the shops sales increased or decreased over the last 12 months?
The sales are always increasing since we are still very young. There are, of course, slower months than others – since November 2007 sales increase has slowed, which seems to be the common theme with the local retailers to whom we’ve spoken.

To what do you attribute your gain or loss in sales?
Our personal treatment of our customers, offering the products that we know our customers are looking for and being able to offer them an affordable option. The slowdown of the last few months is due to wider social and political activity.

From your perspective, what does the future hold for skateboarding?
We are confident the growth will continue, although with some bumps. We must be more informed, more accepting and more rebellious, and not so self-confident.

You have a myspace profile, has this increased the shops popularity or sales?
We have a myspace profile (www.myspace.com/maxilion) but we can’t say for sure if it has affected our sales. The most important thing is that we’ve made some good new friends.

Where do you hope your business will be in five years?
We hope to be in the same place, being a reference for skateboarding in Barcelona. We expect to grow our customer base, and develop our He Ho! line of clothing and accessories.