Billabong International is set to make major inroads into some of Colorados most famous mountain towns this month, including Aspen. The Australian surf company is scheduled to open stores in Aspen, Boulder, and Breckenridge in December, adding to the stores opened earlier this year in Park City and Vail. For its foray into the mountains, Billabong is partnering with Colorado-based Intrawest Retail Group, which operates the Billabong stores in Colorado and Utah.
Susan Seppi, Director of Operations for Intrawest Colorado, has seen the relationship between the two companies grow into a multi-store venture, “Surf culture is alive and well in the mountains,” says Seppi, “The cross-over market between surf, skate and snowboarding along with the Billabong brand gives us an opportunity to go after a new lifestyle market segment where we see real growth opportunities.”
December 16 is the grand opening date for Aspens new Billabong store, opening in the pedestrian mall just in time for action-loving holiday shoppers. In true Billabong style, the store opening will celebrate Colorados surf, skate, and snowboard scene. Donovan Frankenreiter, pro-surfer, guitarist, and sometime bandmate to Jack Johnson, will be playing during the grand opening and Billabong athletes will be on hand for autograph signing.
The new Billabong store will be representing Billabong, Von Zipper and Kustom. Seppi notes, “The Billabong brand has a strong surf and lifestyle product, Von Zipper has the fresh eyewear thing nailed and Kustom is a footwear brand which ties it all together.”
In addition to the five Billabong stores, Intrawests relationship with Billabong has also extended to the world wide web, with Billabong product being featured for sale on-line at the newly launched showcasesnowboards.com.