Retailer Profile: UK Shop Subvert Boardstore, 25 Years Strong

Subvert Boardstore has spent the past 25 years carving out its own space in the UK snowboarding scene, fuelled by passion, creativity, and a commitment to doing things differently.  Shop owner Lorraine Smith reflects on the shop’s rider driven roots, its evolution to a landmark store, and the challenges of staying independent in a changing industry.

How did subvert first start, and where did the name subvert come from?

Started in October 2000, basically we wanted to create a shop we’d want to buy our gear from.

The name Subvert reflects the spirit behind the shop, doing things differently, challenging the norm, and creating a store built by riders, for riders.

How do you choose what brands and gear to stock?

We try to choose brands and gear based on quality, price and relevance to our customer.  We also listen to our customers, our staff, as well as what we like and try to stay on top of industry trends to make sure we’re stocking gear that people actually want to ride.

What are your best sellers in subvert, clothing and hardware?

One of our best selling clothing products is our own brand of Subvert merch, other best sellers are snow/street/skate crossover brands from the likes of Volcom & Santa Cruz. Hardware best sellers are CAPiTA, Union, Salomon, Burton, Step On (this season FASE showing to be a good seller)

What do you think customers gain from buying in store rather than online?

Buying in store gives customers something the internet can’t, advice from people who actually ride. Being able to feel the gear, try things on, compare shapes and sizes, and have someone walk you through what works makes a huge difference. You get properly fitted boots, with recommendations based on experience, and the confidence that you’re leaving with gear that’s right for you.

What are the most common mistakes you see first-time snowboard customers making?

The biggest one is buying gear that doesn’t match their ability or riding style – usually boards that are too advanced, too stiff, or simply the wrong size because someone online said it would “work for everyone.” Boot sizing is another major issue, it’s always impossible to know what boot to buy for the first time without trying on a couple first! Also, not realising that a properly fitted boot should feel snug.

What are the biggest challenges of owning an independent snowboard shop?

Staying competitive against big retailers and the brands we stock who often offer discounts we can’t match, is always a challenge. Getting blocked from selling brands, Managing stock, cash flow, and keeping up with constantly changing gear and trends adds to the pressure. On top of that, running an independent shop means handling every aspect of the business — from accounts and paperwork to websites, social media, marketing, and events. It’s a full-time job and then some! The rewarding part comes from providing exceptional service and building a strong community, supported by passionate staff who live and breathe snowboarding.

The shop has been open for 25 years now, what are some of the most memorable moments of those 25 years?

Starting from a tiny 300 sq ft shop to now occupying a 3,000 sq ft unit inside an indoor snow dome is a huge achievement — and we did it all with no financial backing (maybe not our best move) We began with almost nothing, designing and building our shop fits ourselves. In our first shop, we even used old snowboards as light fittings — though we learned the hard way that wax melts with heat!

Some of our most memorable moments include hosting events with brands and meeting some of our favourite riders from the likes of ThirtyTwo and Capita.

Starting Subjam, which is still running 18 years later and continues to raise money to fight cancer, is another highlight we’re incredibly proud of.

Shop trips, Product testing trips and holidays will always be up there for memorable moments!

What’s next for subvert?

We’re focused on continuing what we do best, staying independent, keeping our bricks-and-mortar store at the heart of our community, and hosting more events to bring riders together. We’re also working on a long-overdue website update (advice and financial help are welcome), growing our community, and most importantly, keeping the passion alive for what started Subvert in the first place: going snowboarding and loving every minute of it.