Each year, Zumiez throws an appreciation party for employees who sell over $100K worth of merch (roughly 1400 people). Shop-Eat-Surf posted a rave review of the event here, with an inspiring slideshow of smiling executives, amped-up employees, A-level athletes, and guests from brands big and small. Think P-Rod, Shepard Fairey and the Tom's founder. This true display of stoke and appreciation blurs the line between the business and the culture it celebrates - a far cry from what we might think of as a "mall" skate shop. As Fairy said, Zumiez supports this culture in a real way and it shows. Is Zumiez vibrant culture the secret to its success?
I’m glad I went to the party, because it helps me understand why Zumiez has outperformed so many mall retailers during the recession. The kids are living what they are selling and Zumiez has found a way to harness and reward all that enthusiasm and passion. After that party, I’m sure everyone there is pumped up to go sell, sell, sell.
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