Burton Snowboards has opened the first and only Burton retail store in Europe at its European headquarters in Innsbruck, Austria. The shop, which is open to the public, carries the entire Burton, Backhill, RED, and Gravis lines.

Burton Snowboards’ decision to open the Innsbruck store was based on the success of its U.S. counterpart based at its headquarters in Burlington, Vermont. The store was created to sell the full range of Burton gear, as well as physically represent the ideal snowboard retail environment. The aim is to make customers feel welcome in the store by offering them an atmosphere in which they are encouraged to hang out. Customers can check out the latest snowboard video, surf the net for the latest news, play video games, and browse through snowboard magazines without feeling pressured to buy. As customers move to the Gravis section of the store they are treated to a special smoke machine in the floor making them feel as if they are in a music video.

The new shop will also act as a resource for Burton reps, as well as dealers throughout Europe. New merchandising techniques are constantly being explored.