Burton opens first French store at Avoriaz ski resort

By

Olivier Guyot

Translated by
Erin Floyd

Published
Dec 15, 2016

Burton has stamped its ambitions on the French market with the unveiling of its first French boutique. As announced by Fashion Network in October, the American brand, an established leader in the snowboarding sector, will pursue its expansion at Avoriaz.

The new location, featuring a 40-square-metre terrace, will stock the label’s collections and accessories as well as its textiles lines.

The label will see its new Haute-Savoie store exterior furnished with a large, luminous window, and on the inside, a contrast between the playful installation of false wooden walls and sleek display shelves in black.

This latest addition joins the lineup of existing stores in Innsbruck, the location of the brand’s headquarters; in Helsinki, Milan; and in the Swiss towns of Flims and Laax. If the French viability of the label is confirmed, the brand may target expansion into similar resorts or into major urban centres.