Burton ended its investment in skateboard hardgoods last week by selling DNA Distribution to former skate athlete and current MTV show host Rob Dyrdek.
Burton acquired DNA Distribution, which owns skateboard brands Alien Workshop, Habitat and Reflex, in 2008. But since taking back the CEO role at the company in 2010, Burton Founder and Chairman Jake Burton has refocused the company on its core snowboard dealers. Dyrdek confirmed last week that he had been in discussions with Burton about acquiring DNA Distribution throughout 2011.
Chris Carter, general Manager and co-founder of DNA, will continue to oversee DNA Distribution in Dayton, OH, while Dyrdek will consult directly on all marketing and creative from his Los Angeles office. In conjunction with the purchase announcement, “Rob Dyrdek’s Fantasy Factory” will wrap up its fifth season on Monday April 23rd at 10/9 Central on MTV with a final episode featuring a comedic look at his purchase of Alien Workshop and finding out that he in fact, actually has real alien DNA.
“I am extremely proud to now own the company that first sponsored me 20 years ago,” said Dyrdek, who is president of Dyrdek Enterprises. “DNA has truly amazing brands that have incredible growth potential, and I look forward to helping guide these brands over the next 20 years.”
Burton continues to own the skate-inspired Gravis footwear and Analog Clothing lines, which it started from scratch.
