How to cater to an underserved market

Brion O’Connor

Looks at how Intrinsic Provision found success as the second Black-owned outdoors business in its county.

Mark Boles, founder of Intrinsic Provisions, hopes to increase participation among people of color in the outdoors. Courtesy of Mark Boles

After three decades working in advertising, marketing, branding, strategy, and consumer market research, Mark Boles did an about-face, acting on a longtime passion for being outside and opening a high-end outdoor retail shop on the South Shore of Massachusetts, in 2019. What he didn't know at the time was that his store, Intrinsic Provisions in Hingham, Mass., was only the second Black-owned outdoor business in the country. Last summer, Outsidemagazine named Boles one of the "20 Most...

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