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Cool Girl Skateboard Company » Getting skate product to the ladies

Cool Girl Skateboards ower Frank Davern
Entrepreneur finds his online store aimed at girls hits the mark. But he's still struggling to get skate-shop buyers to carry his products.

For a long time I've thought that the women's market in skateboarding was being largely ignored by skateboard retailers. Increasingly, you'll find a corner of a skate shop dedicated to women's gear, but this section is primarily reserved for clothing. You see a lot of pink shirts with skull - not the sort of gear that really benefits women from the standpoint of being athletes.

Why isn't there a company making hardgoods that benefit girls who skate? Lighter, narrower decks come to mind as legitimate advancements in girl's gear. Still most girl-oriented offerings are softgoods (clothing). Every now and then a company comes along who seems to "get it".

Cool Girl Skateboards combines girly-graphics with boards that are designed for female riders. The problem is still the male dominance that exists at the retail level. How many pink skateboard decks can a shop display (for female customers) with out getting ridiculed by the larger number of guys who shop the same store?

Here's an article on just that topic...

Article from:
The Los Angeles Times
By Cyndia Zwahlen, Special to The Times
November 29, 2007

Pink skateboards decked out with black skulls and crossed swords are flying off the online store shelves of Cool Girl Skateboards of Huntington Beach. But when it comes to the male-dominated world of bricks-and-mortar skate shops, the boards are often hitting a wall.

Owner Frank Davern believes he's just begun to tap into the demand for lighter-weight boards for girls.

The longtime skater said the website, at, was not meant to be his main sales vehicle. It was designed to support wholesale sales to skate shops.

But finding wholesale buyers for the Pirate Girl, Femme Fatale and Black Flower Power boards among the young guys buying for independent shops hasn't been easy.

"I'm making money, but I should be delivering pallets of boards to my distributor instead of boxes," Davern says.

The 45-year-old entrepreneur, an Orange County native, stumbled onto the unmet need for a girls' skateboard by accident.

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Everyone should skate. It doesn't matter who you are, what you look like or how many tricks you know... skateboarding is for everyone. Keep an open mind when you realize the true diversity to those who call themselves skaters. Wouldn't you rather date a girl who skates rather than dating one who complains about all the time you spend skating? Think about it.

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