Storefront: Platform
Storefront: Platform
Words: Rob Brink
The Skateboard Mag November 2009
After spending 10 years apiece working at other skateshops, Landon Mitchell and Donnie Meadows decided to do their own thing and opened Platform in November of 2006, with a few goals in mind. The first was to do something different and refreshing for the area they were in (Old Town Pomona, between Los Angeles and Inland Empire). The second was to have a clean, good-looking store with a personal and comfortable feeling when you walked in the front door—as well as a staff of real skateboarders who knew what was up.
“The look of the store was something that was important to us,” says Mitchell. “Everything in the store was basically handmade, from the shoe wall to the dark stained wooden shelves. Our space was an old gallery, so it wasn’t set up to be a retail space. We had to do a lot of demoing, painting, and redesigning to make it functional.”
It was slow goin’ in the beginning for Platform. It took six months to actually get the store open, then, the following six months were their slowest months ever, sales-wise. But with four high schools and two public skateparks in Pomona, things picked up shortly after that.
“We have a lot core skate customers,” says Mitchell. “Since everyone that works here rides skateboards, it draws the core kids to the shop. They can relate to the people working here. Also, we’re in an old town with a lot of shops, restaurants, galleries, music venues, and bars, so we get a lot walk-in customers. There’s an art walk every second Saturday of the month and it’s a great opportunity for us to hold events. They range from art shows featuring local artists, skaters, and photographers, to bands performing in the store.”
A team and staff of rippers doesn’t hurt the cause either: David Serrano, Brent Waterworth, Joe Hook, Craig Cring, Kyle Mitchell, Mike Hamerla; team manager Aaron Wiggs, filmer Sam Newman and store manager, Scott Smith all keep Platform a real deal skateshop that’s strictly skateboarding—no snowboards or BMX or anything of the sort. According to Mitchell, most of the brands and selections of clothing that Platform carries, you won’t see at any mall store.
“We don’t do online sales,” says Mitchell. “I know that’s the way of the New Age and we probably should, but right now we’re just focusing on the store itself. You don’t really understand how much work a shop takes until you do it yourself. It’s definitely not for everyone.”
Mitchell sites his biggest risk as a business owner as taking the step to actually open Platform in the first place. He sites the hardest thing about having the shop, thus far, as making decisions—good or bad, then dealing with the outcome. Naming the shop being one of the hardest decisions of them all. He sites his biggest mistake as “trusting people.” His favorite part of being a shop owner? “How rewarding it is to accomplish things for yourself in an industry that you love.”
When asked about some of the lame stuff other shops do that he tries to stay away from, Mitchell states, “I try not to focus on what other people are doing,” which makes sense, considering Platform’s goal for the future is “to keep on pushing, and do everything we can to keep this place on point.”
Platform Skateshop
330 South Thomas Street Pomona, CA 91766
(909) 865 8700
myspace.com/platformskateshop
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