Burton Opens New Retail Spaces In Munich, Innsbruck, Prague And Annecy

Continuing their global growth and presence in Europe, Burton have announced a further three retail spaces in Munich, Innsbruck and Annecy following the successful opening of the Prague store in April.


The Women’s Softgoods area in the new Burton Store Prague

Press Release: Innsbruck (May 30, 2018) — Burton Snowboards Europe is proud to announce the opening of additional retail spaces in Europe. After a new Burton store was opened in Prague in April, brand stores in Munich and Innsbruck will start welcoming customers this Fall, a Burton store in Annecy will open shortly after.

While the new shops in Prague and Annecy are classic retail spaces, both stores in Munich and Innsbruck are integrated in a larger hub concept. As Innsbruck has been Burton’s European headquarters for over 30 years, there has been a proper Flagship store for a long time, as well as offices and a big showroom.

Nevertheless, there has never been a Burton store in the center of town, but only in the industrial area of Innsbruck, integrated in the headquarters. In Fall 2018 this will be changed, underlining Burton’s new approach to be more local and to lead with direct. The new 250 sqm store, located in Anichstraße 13, will not replace the one at Burton’s headquarters in Hallerstraße 111, but will be added to the portfolio, to strengthen Burton’s position in Austria.

Just like the Burton store in Zurich that opened its doors in September 2017, the new 290 sqm location in Frauenstraße 10-12 in Munich will serve as a hub, incorporating a wholesale showroom space in the footprint. Next to serving as a retail space, this hybrid concept will allow to show future product lines to German wholesale partners and demonstrate how to bring brand and product to life. Furthermore, it will offer consumers a sneak peek at future lines and provide offices for a Burton team that’s completely dedicated to the local market.


Burton’s President John Lacy, CEO Donna Carpenter, and VP Sales & Marketing Europe Franck Waterlot are looking forward to open the new Burton Stores

“We are very excited to extend our successful hub concept to Innsbruck, Burton’s European hometown, and to Munich, Germany’s ‘Door to the Alps’, to get closer to our community”, says Franck Waterlot, VP Sales & Marketing Burton Europe. “We have plenty to tell and share and there is nothing better than such physical touchpoints to do so in a premium manner.”

With this new structure, Burton strengthens its position in Europe, focusing on the crucial markets in Germany, Austria and Switzerland, where – besides new locations – regional marketing coordinators were hired. With their local knowledge and their offices directly integrated into the hubs, the marketing coordinators will boost Burton’s presence in the respective markets, focusing on Burton’s leading with localism approach.

The opening of the new European stores will support local retailers by offering premium Burton services and by speaking to a wider audience. With the large majority of the revenue generated by retailers through the wholesale channel, the primarily objective of the hub concept in key cities is to reach out to its community, tell its main product and marketing stories and to get to know and understand its customers even better. This brand investment will benefit all Burton retailers and support the Burton Premium Brand Experience.


On the cover: Pukas’ Adur Letamendia surfing the Pukas Pegaso by Chris Christenson. Photo by Carles Medina.


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