Burton Tokyo Store

Burlington, VT—October 11, 2006 – Burton will open the doors of its first Tokyo store to the Japanese snowboard community this weekend. Located in the young, trendy and style-driven neighborhood of Harajuku, the new Burton Tokyo store will celebrate its grand opening on October 13 & 14 with parties, special guests and the world premiere of the Burton Movie, “For Right or Wrong”.

Stepping off the people-packed streets of Harajuku and into the Burton store feels like taking a snowboard trip to a favorite mountain destination. Designed by Japanese architect Nobuo Araki, the store features powder white floors, walls and fixtures to represent every snowboarder’s dream – the perfect powder day, when the world turns white with fresh snow. The first floor, deemed the ‘Powder Stash’, houses Burton boards, boots and bindings inside a white playground-style fence that entices riders to enter and have fun with the product. Perched above the first-floor Powder Stash is the Lodge where Burton outerwear, apparel and accessories are on hand. Featuring a mix of vintage and new furniture, the Lodge replicates the feel of a modern mountain lodge with warm wood walls, floors, ceilings and fixtures. Select furniture pieces are constructed with wood from the Hokkaido region of Japan where epic snow, tree runs and mountains abound. Up in the Lodge, riders can chill in the Rider Lounge, which is outfitted with laptops, a foosball table, video projector, a team wall and a small ‘Cold Room’ that replicates winter temperatures for trying on outerwear.

“Our Tokyo store was designed locally and pays homage to the Japanese snowboard scene, which has done so much for our sport and industry,” says Jake Burton, Founder and Chairman of Burton Snowboards. “In line with our objectives, this store will enhance the brand and strengthen our commitment to the riding community in this part of the world.”

To celebrate the opening of its first store in Tokyo, Burton will host a series of events beginning on Friday, October 13 with the global premiere of the Burton movie “For Right or Wrong” for 300 VIPs including Burton team riders and Burton Founder, Jake Burton. A VIP in-store reception will follow the movie premiere on the night of October 13 and will feature music by DJ and Beatbox MC AFRA. Later that night, Burton will host a grand opening party at Tokyo hotspot Club Vanilla located in Roppongi and featuring Japan’s top DJs, including Muro, Masterpiece Sounds, Mintos, Raphael Sebbag, Shinco, Half B, Kaoru Inoue, Matsuura and DJ U5. Additional event details are listed below.

Burton Tokyo Store Opening Events – Friday October 13

6 p.m. – 8 p.m. – Global Premiere of “For Right or Wrong” – VIP ONLY
8 p.m. – 10 p.m. – VIP reception at new Tokyo Store
10 p.m. – 4 a.m. – Grand Opening Party at Club Vanilla in Roppongi

Burton Tokyo Store Opening Events – Saturday October 14

11 a.m. – Exclusive store opening for customers who are members of the Burton Members Club
4 p.m. – Public Grand Opening – All are welcome!

Burton Tokyo Store Address
5-17-4 Jingumae (a.k.a ‘Cat Street’)
Tokyo, Japan 150-001
Phone: 03-5738-2777

The Burton Tokyo store joins a handful of flagship Burton stores located at the company’s global headquarters in Burlington, Vermont, the Burton European headquarters in Innsbruck, Austria and its debut urban store located in New York City’s SoHo district. Burton-owned Gravis Footwear also has a freestanding store in Tokyo just three blocks away from the new Burton Tokyo store.

About Burton Snowboards
In 1977, Jake Burton Carpenter founded Burton Snowboards out of his Vermont barn. Since then, Burton has fueled the growth of snowboarding worldwide through its groundbreaking product lines, its grassroots efforts to get the sport accepted at resorts and its team of top snowboarders. In 1996, Burton began growing its family of brands to include board sports equipment and apparel brands.. Privately held and owned by Jake, Burton’s headquarters are in Burlington, Vermont with international offices in Innsbruck, Austria and Tokyo, Japan. For more information, visit www.burton.com.