Adrenalina, a destination retailer designed for extreme sports enthusiasts, announced that it has signed six new lease agreements as part of a national expansion initiative. The leases include premier mall locations in Atlanta, Denver, New York Metropolitan, Houston, Dallas and Tampa. The companys two existing stores are located in the Florida Mall in Orlando and Miami International Mall.
Building on the popularity of the Adrenalina TV program, the stores feature the first FlowRider wave machines to be installed in retail locations. Adrenalina has the exclusivity for FlowRiders in retail locations. The stores average 10,000 square feet and carry a wide selection of extreme sports apparel, footwear, equipment and accessories from industry leaders and fashion brands such as Quiksilver, Billabong, Volcom, O'Neil, Reef, Crocs and Ed Hardy.
“Weve selected the perfect locations for Adrenalinas Extreme Store concept, as they represent important shopping destinations in major markets throughout the country, offering the right co-tenancies that best support our brand,” commented Jeffrey Geller, President of Adrenalina. “We are very excited to expand on this new retail destination experience and introduce a unique shopping experience through a store environment and merchandising platform that caters to customers looking to meet their extreme sports needs.”
Adrenalina has started construction on a store location at International Plaza in Tampa, Florida. Demolition and site preparation are scheduled to begin next month for four additional locations Houston Galleria and Willow Bend (Plano, Texas), Cherry Creek Mall (Denver, CO) and North Point Mall (Alpharetta, GA) with openings expected by the 3rd quarter of 2008. Construction also is expected to begin in the next several months on a store at the Xanadu entertainment/retail complex in the New Jersey Meadowlands, to open around November 2008. In at least two of the new locations, the full construction cost, including the cost of the FlowRider wave machine, will be covered by landlord allowances.
Geller continued, “We are receiving more than four new landlord proposals each week, and going forward, we are confident that most new store buildouts, around $2 million per store, will be paid by the landlords.”
