BROCIETY.com, Backcountry’s latest “Im so effing cheap you can’t pass me up” site specifically geared for snowboarding launches tomorrow Feb 19th. This is their latest WOOT similar site since WhiskeyMilitia.com and it will take all the snow specific gear from WhiskeyMilitia and offer only that on its pages. The reason stated by Mike Geraci Backcountry’s PR,
“In the past, snowboarders had to sift through the sometimes seemingly endless surf and skate deals at WhiskeyMilitia before a prime piece of snowboard gear came online,” says Backcountry.com PR’s Mike Geraci. “This made snowboarders frustrated…So, Brociety is pure snowboard gear all day, every day, and WhiskeyMilitia shifts to skate/surf only…hopefully everyone is happy.”
Makes sense to have a snowboard only site as it is one of, if not the, most expensive action sports. I got no problems paying $80 for $250 bindings or $35 for a pair of $180 Goggles. They also shared in the press release…
“Brociety.com may be cash-saving ecstasy for snowboarders, but manufacturers also dig the ODAT model because the ODAT set-up moves their products without hammering brand equity. The limited-time availability forces people to act, so gear sells fast. This keeps the product pipes clear and reduces retail backup and overstock.”
When Whiskey first launched there was a lot of talk about how it may hurt brands by offering stuff at such a cheap price but Whiskey has proven to help brands by moving caseloads of their leftovers in as little as an hour’s time. This model isn’t going anywhere and there is still room for other companies to do this as well, I don’t know why they aren’t. There could easily be a sustainable Surf only site, Womens Apparel, and Skate Site. I wouldn’t be surprised if they started adding one niche site a year. They also own, ChainLove (bike stuff), TramDock (skiing), and Steep and Cheap (outdoor stuff).