Industry News 8/21/2007

Burton Snowboards and Channel Islands Surfboards Launch Flagship Retail Store in Los Angeles

Burton Snowboards and Channel Islands Surfboards Launch Flagship Retail Store in Los Angeles
Full Service Snowboard, Surfing and Skateboarding Destination to Open this November

Burton Snowboards and Channel Islands Surfboards today announced plans to open a new flagship retail store this November in Los Angeles, California on Melrose Avenue near Crescent Heights Boulevard. The newly constructed space will be the company’s first store to feature three distinct retail experiences dedicated to snowboarding, surfing and skateboarding.   

“Bringing our snow, surf and skate brands under one roof is challenging, but at the same time it feels right,” says Jake Burton, Founder and Chairman of Burton Snowboards. “Our family of brands have different messages, but their roots are all connected through the spirit of boardsports. Our intention is to capture that spirit and invite riders, skaters and surfers to come experience it.” 

Now in the early stages of design, the interior of the store will pay tribute to the snow, surf and skate lifestyles, while dedicating individual space to each sport’s unique history, brands and pro teams. Burton will occupy an 11,500 square-foot building at 8175 Melrose Ave., bringing a premium boardsports experience to Los Angeles.

The focal point of each section will be the boards, with an extensive selection of Channel Islands surfboards on the floor in the surf area of the space and a complete line-up of Burton snowboards on hand in the snow section of the store. In addition, a skateboard shop will feature its own entrance to the building and house skateboard hardgoods, apparel and accessories. The primary architecture and construction partners on the Los Angeles store project include Tres Birds Workshop Architects of Boulder, Colorado and Turner Construction Special Projects.

The Burton Snowboards’ presentation in the store will offer a tremendous selection of the latest men’s, women’s and youth gear from Burton, including: snowboards, boots and bindings, outerwear, lifestyle apparel and luggage; ANON sunglasses and goggles; R.E.D. protective gear; Analog clothing and Gravis shoes and accessories.  The Channel Islands space in the store will offer its complete line-up of surfboards, along with a full representation of wetsuits, surf accessories, bags and surf lifestyle apparel from a variety of brands for men and women.

Visitors to the store can also look forward to ongoing special events across all three categories, including athlete autograph sessions, demos, parties, charity events, art and boardsports photograph exhibitions, women’s-focused events and Learn To Ride clinics. In addition, Burton and Channel Islands’ world-class customer service program will carry over to the new location, hiring store employees based on their product knowledge and passion for boardsports.

The new Los Angeles store will be Burton’s seventh flagship store worldwide and Channel Islands’ second U.S. flagship store. Burton also has flagship retail locations at the company’s Burlington, Vermont headquarters; a store at the Burton European Headquarters in Innsbruck, Austria; its first urban location in New York City’s SoHo district; a location in the Harajuku district of Tokyo, Japan and two new stores opening in Chicago and Osaka, Japan in the Fall of 2007.  Burton-owned Gravis Footwear also has a freestanding store in Tokyo.