According to a press release, DNA Distribution (Alien Workshop/Habitat/Reflex) has been acquired by snowboarding giant Burton. The article states the reason for aquisition as…

“ The two companies began discussions over a year ago and found that they share a common approach in the way that they contribute to boardsports culture, including a commitment to creating long-lasting relationships with their teams of international athletes. In addition, both are committed to advancing and innovating hardgoods technologies, as well as the artistry and creativity associated with these sports; supporting a solid team of amateur riders; and providing best customer service practices.”

It looks like everyone at both companies is stoked about this deal. From the way the press release reads it appears that both companies will continue to operate as they were. This acquisition is not necessarily a surprise in an industry that is quickly consolidating companies. Burton rep’s were not available for comment - just kidding we didn’t really try to talk to them, I mean what would we ask them anyways

Read the full press release here.

Interesting Fact: Nixon Watches CEO Andy Laat’s worked for several years under Jake Burton.