May 22, 2012
Author: Mike P.
We reported back in April 2012 that Rob Dyrdek had purchased DNA Distribution. The company responsible for Alien workshop, Habitat and Reflex was previously owned by Burton. Burton acquired them back in 2008 as part of their expansion strategy that also included Channel Island surfboards. Dyrdek has always claimed he would some day own Alien workshop, the brand that shot him to stardom. It all came true in April/12. Along with this purchase comes some restructuring for the brands that to date have been sold through Burton regional sales reps. DNA has found a new home with Supra Distribution in Canada. Supra has made some very serious moves over the last few years adding Deluxe to their ranks back in January of 2011 and now the DNA brands.
Official Press Release:
May 22, 2012 Supra Distribution to distribute DNA brands
Supra Distribution Ltd. is excited to announce the exclusive Canadian distribution rights for DNA Distribution’s brands which include: Alien Workshop Skateboards, Habitat Skateboards, Habitat Footwear and Reflex Accessories effective immediately .
Combining DNA, Deluxe and Girl brands will offer retailers a one-stop shop for the best hardgoods brands in skateboarding. Supra Distribution takes this responsibility very seriously and we are proud to work with and sell brands that are skater owned and operated.
"We are very stoked to have Supra Distribution representing the DNA family of brands. We are confident in Supra's abilities to maximize the potential of our brands in Canada including Habitat footwear." - Chris Carter, DNA GM and Co-Founder of AWS/DNA along with Mike Hill .
Please call your Supra distribution rep for more information.
2758 Rupert St. Vancouver, BC V5M 3T7 P: 1-604-253-0559
Suite 501, 460 Richmond St. W Toronto, Ont. M5V 1Y1 P: 1-416-366-5618
5524 St-Patrick St. Suite 319 Montreal, QC H4E 1A8 P: 1-514-938-1298