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 Breaking Headlines

Action Sports Chain Planned For UK

OCTOBER 10, 2005 -- Following the acquisition of the Legends chain last year, Extreme is now well on its way with a rollout plan for its chain of Ex-branded shops across the UK. Ex Stores stock the very latest gear, clothes and hardware aimed at anyone who loves action sports. Consumers will find more than 30 brands to choose from.

The stores are opening in key shopping centers and high streets around the country. First off are two new state of the art stores, which have opened this month in Brighton and Canterbury. Further new stores and re-brands of existing stores are planned by Christmas for Leamington Spa, Cardiff, Bristol, Southampton, Reading, Oxford, Cheltenham, Watford and Kingston.

The shops really come alive with the Extreme Sports Channel shown on screens, urban music playing and lots of atmosphere. Anyone visiting the stores will have the chance to see a unique design on the walls created by top Hip Hop graffiti artists.

Ex Stores aims to appeal to those who are into the sports, the music, the lifestyle, or wear the latest fashions from Hurley, Insight, Addict and Fenchurch. All stores stock snowboards, skateboards and the necessary hardware and some feature surfboards, wakeboards, wind-based products such as kites and all terrain boards. These will be kept varied to meet local needs.

Commenting on the move, Steve Hazell, MD, Ex Stores, said: "We feature a range of the coolest apparel and hardware connected to our core sports. It's all about getting the mix right for each store, giving the flexibility to adapt to meet local needs and building a strong local position in its action sports segment. Fashion driven from the lifestyles attached to these sports and the music scene that surrounds it also play a part in achieving the balance."

Brands include: Quiksilver, Billabong, Hurley, Burton, Salomon, Westbeach, Convert, Volcom, Bench, Hooch, Etnies, DC, Nixon, Spy, Oakley, Dickies, Ripcurl, Ezekiel, Vans, 32, Option, Analog, Da Kine Animal, Sinner, 686 Bonfire, Osiris, es, Addict, Reef, Split, Nitro and Insight, plus many more.

The stores will be supported by the Extreme brand and its values, and marketed through the Extreme Sports Channel and other relevant channels to drive sales. Commenting on the new stores, Al Gosling, CEO, Extreme Group: "Our vision was to extend the Extreme brand into the high street, giving access to the best brands in our home towns."


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Quick links: One-click access to topics in this article.

Categories
Sporting goods industry
Apparel manufacturing
Extreme sports

Companies
Extreme Group:
Extreme Sports Channel
Fenchurch PLC
Quiksilver Inc.
Westbeach

Concepts
Action Sports
art stores
Action Sports Chain
action sports segment
feature surfboards

People
Da Kine
Al Gosling





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