The end has come for Brociety.com, a one-deal-at-a-time (ODAT) site that specialized in snowboard gear. On Sept. 2, the store, handed over its inventory to fellow ODAT site WhiskeyMilitia.com, which offers a wider selection of action sports gear, including surf, skate and snow gear. Both sites are operated by Backcountry.com, which is owned by Liberty Media Corp.
“Brociety.com’s compromised condition, according to the guys that used to work there, was caused by an ailment referred to as ”Overnichification” – a malady resulting from taking a good idea a bit too far,” the companies said in a flippant press releases issued Thursday.
“We thought that our hyper-focused snowboard niche strategy would appeal to snowboarders and drive sales through the roof,” said Chris Brown, the former site’s merchandise manager. “Now it’s obvious that we took ‘niche’ too far. What started as core became boring and what was meant to be cool left us cold. So, yeah, Bro is dead, but long live Whiskey.”
Though Brociety has ceased selling, former customers can still review their order history at the site.
