Storefront: Sk8 Skates
Storefront: Sk8 Skates
By Rob Brink
The Skateboard Mag January 2008
A skate shop is lucky to make it three years these days, much less 20. Hell, I bet many of you reading this haven't even been around 20 years.
But Sk8 Skates in Winnipeg, Manitoba has, and they've figured out a formula for two decades of survival despite harsh Canadian winters with temperatures dropping to -40 degrees Fahrenheit, multiple changes of ownership, the tragic loss of an owner, eight or nine shop relocations (which is suicide for many shops), no snowboards, wakeboards or gimmicks, no online retail, and all the peaks and valleys the skateboard industry has seen since 1987.
What is it? Well, they just do the right thing.
Put simply, Sk8 was opened with $4,000 by Steve Harnish and Klaus Hoffman in 1987 because Winnipeg needed skater owned and operated shop. The logic was if the store took a dive, they could at least skate the stuff themselves.
A few years later, in the early '90s, Sk8 was sold to Jai Pereira, Alex Man, Scott Rankin, and Chris Larson. "Four skaters for skaters," was their motto. Pereira established Sk8 as one of Canada's most well-known and reputable skateshops and kept skating alive in Winnipeg before his untimely passing in 2001. After which, the shop was taken over by the current owner Genico Aiello, with the help of many of Sk8's existing staff and family.
Through it all, the "skaters for skaters" mentality has remained.
"I don't think anyone thought we'd be around this long," says Aiello, "especially with the ups and downs of the skateboard industry. It was the loyalty of Sk8's clientele and our commitment to skateboarding and our city that helped us weather the storms over the years."
Sk8 just relocated a stone's throw away from the 44.000 square-foot Plaza at The Forks skatepark. They were involved with some of the initial planning for the Plaza and are currently responsible for its' staffing, programming and maintenance. Sk8 even has a kiosk in the skatepark so you can buy a deck or whatever other hardgoods you need—on the spot. Obviously being so readily accessible to their clientèle in one of the best skateparks in the country is amazing for business—something most shops could only dream of.
With the recent influx of skateparks, Winnipeg is seeing a resurgence in skateboarding's popularity.
"Because we're a relatively small city (750,000), our core skate scene is pretty tight so everyone knows everyone," says Aiello. "Sk8 is the only real skateboard focused shop in Winnipeg and the surrounding area so our involvement in the scene is evident across the Province. Staying committed to skateboarding and keeping our scene healthy has always been the goal. The skateboard community feels a sense of ownership in Sk8 so they're on our case if we're not being legit."
Sk8 also started the Winnipeg Am (WAM) amateur contest this year (or in 2007 depending when this prints?) with a $20,000 cash purse. They were instrumental in forming The Skateboard Coalition of Manitoba. They run three weeks of skatecamps at the skatepark and sponsor a variety of local concerts and art shows.
Aiello believes that the Sk8 Skates family is what makes the shop stand out from the rest. "Treat your staff, team, and loyal customers like family and they'll help you through the hard times and stay committed to your scene," he says. Although he and the shop have admittedly made "too many mistakes to list," Aiello acknowledges their longevity and retaining a family vibe as their greatest success.
Sk8 is currently working on a follow up to their Third Try video, but this time it's a documentary about their first 20 years.
"It's an opportunity to pay homage to the many people that have been involved and look back on how skating has changed from '87 till now," says Aiello. If you don't give a shit about your skate scene, don't do it. There are better ways to make money. The reward is the people, so get involved!"
701 Corydon Ave.
Winnipeg, Manitoba R3M 0W4
Canada
204.452.4802
www.sk8skates.com
(9) responses to: Storefront: Sk8 Skates
scum city said:
20 years with only skateboarding is pretty impressive. Atleast during the start, these days you can sell skateboard brands to any kid out there, or even 25+ people, since they all think that skateboarding is so hot right now.
Cool to see that there are atleast some core shops left in the world.
Sam said:
Not to mention, it gets so cold for so long there--and by cold I can't really even describe how ridiculously cold. I just looked on weather.com and it's -27 there right now. It's insane that skateboarding even exists there, not only that but how strong of a scene Winnipeg has.
Those guys do awesome stuff, hyped they got a storefront finally, awesome write up Rob---I know those dudes are hyped!
myles taylor said:
Sk8 Skates is the best shop in winnipeg..
Ann Richmond said:
My 15 year old son Scotty is an amazing Skateboarder! I lost my 20 year old daughter Jenny to cancer May 31st of this year. My son has been thru hell. I went to your store once when I was in Winnipeg and bought him one ofyourskateboards It meant the world to him. I would really love to order one for him for Christmas. Can you please help me.
Respectfully Ann Richmond, North Bay, Ontario
iwasthere said:
Sk8 skates WAS the best shop in Winnipeg - right up until Stef left and then Jai and Alana passed away. Genico and co. ruined the shop - period. I was in SK8 on day one and it really bums me out to see this new band of nothings riding the name that was built up by real skaters. This article should have been about the real SK8 - not these guys and their 'new' shop - it's not Sk8 anymore - not even close. Don't support the fake.
Sydney Jade said:
I don't think Sk8 Could have gotten any better than it was prior to my parents death. My Dad made sk8 legendary, not just in winnipeg but many other places as well. Sk8 Is not just a store, it's a legacy that showed no one could do it better than the founding fathers.
Sydney Jade said:
In defense to the "new band of nothings" I recently saw Lambert on the cover of skateboard canada magazine, although i don't know him on a personal level i applaud his ability to represent Sk8, and i think it would be safe to say, from both pre and post golden era (as i've seen it quoted by others).
Sydney Jade said:
It's a generation thing, When i come home to winnipeg to visit i see people wearing the brand and i chuckle to myself that they would never think that the logo that has been a local brand started in my grandpas attic on a single silk screening table with some odd barely legal boys teaching themselves how to start and run a business.
Sydney Jade said:
Jai brought Sk8 to the Peak, Genico never had the chance to make it something, The founders of sk8 were the original, before skateboarding was cool in peg.
every.body.loves@hotmail.com
Facebook: Sydney Jade
323 245 9895
Leave your comment