The Bitch Group Corporation

The Signature Series by Alex Masterson-women's snowboards

In an interesting approach on how to focus on a niche within the segment of the women snowboard market, designer and photographer Alex Masterson has launched Bitchboard®. She combines high-resolution photographs (rather than computer-generated illustrations) and shows everyday themes like crumpled tissue paper or wet leaves in a street. With this concept, she aims at "bitchy" and self-confident women, who are looking into snowboarding and are interested to start a new sport. In combination with that classical "love/hate" name she aims at a very specific group of customers – a provocative and interesting concept with quite stylish board graphics. The San Diego-based company limits its range to one product line, available in different sizes and graphics, so that Bitchboard® makes each graphic available in every boardlength.