EXTREME HITS THE HIGH STREET

Extreme is now well on its way with a rollout plan for its chain of Ex-branded shops across the UK. Ex Stores will stock the very latest gear, clothes and hardware aimed at anyone who loves action sports. For those who are really into Billabong and Vans but have never been skating in their lives, they needn’t worry, with more than 30 brands to choose from, there’s bound to be something to suit everyone.

The stores are opening in key shopping centres and high streets around the country. First off are two new state of the art stores, which have opened this month in Brighton’s North Street and Margaret Street in Canterbury. Further new stores and re-brands of existing stores are planned by Christmas for, Leamington Spa, Cardiff, Bristol, Southampton, Reading, Oxford, Cheltenham, Watford and Kingston.
The shops will really be coming alive with the Extreme Sports Channel shown on screens, urban music playing and lots of atmosphere. And that’s not all; anyone visiting the stores will have the chance to see a unique design on the walls created by top Hip Hop graffiti artists from Scrawl Collective, including Mr Jago or Will Barras.

It’s all about the lifestyle associated with these core sports, Ex Stores will appeal to those who watch the Extreme Sports Channel, go to music festivals, or wear the latest fashions from Hurley, Insight, Addict and Fenchurch. Some stores will feature either surfboards or wakeboards whilst others will stock wind-based products such as kites and all terrain boards. All stores will have skateboards and the necessary hardware, but it will be kept varied to meet local demand.

Commenting on the move, Steve Hazell, MD, Extreme Shops said: “We’ll be featuring a range of the coolest apparel and hardware connected to our core sports. It’s all about getting the product mix right for each store, giving the flexibility to adapt to meet local or regional needs and building a strong local position in its action sports segment.”

“Some stores will feature surfboards, or wakeboards whilst others will stock wind-based products such as kites and all terrain boards. All stores will have skateboards and the necessary hardware, but we’ll keep it varied to meet local demand. Fashion driven from the lifestyles attached to these sports and the music scene that surrounds the whole sector will also play a part in achieving the balance, continued Hazell”
Ex Stores has great plans to build the chain in to 30-40 stores nationwide, covering some of the main shopping areas where cool youth hang out.
There will be a massive range of all the usual suspects stocked, plus a few smaller choice brands thrown into the mix. Skate, surf, snow, street... you name it, we’ve got it.

Brands include: Quiksilver, Billabong, Hurley, Burton, Salomon, Westbeach, Convert, Volcom, Bench, Hooch, Etnies, DC, Nixon, Spy, Oakley, Dickies, Ripcurl, Ezekiel, Vans, 32, Option, Analog, Da Kine Animal, Sinner, 686 Bonfire, Osiris, és, Addict, Reef, Split, Nitro and Insight.
The stores will be supported by the Extreme brand and its values, and marketed through the Extreme Sports Channel and other relevant channels to drive sales.

For more information on planned openings visit www.exstores.com or call 08707 555333

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For further press info, images, samples or details of store openings contact:
Anna Penney, t: +44 (0) 207 244 1000; m: +44 (0) 7766 918900; e: anna@extreme.com / www.extrememediagroup.com

Notes to editors:

Extreme Group was created in 1995 by Al Gosling, founder of the Extreme Sports Channel and is a collection of businesses all with shared values and connected branding, totally ingrained into current youth culture.

Extreme Shops Ltd is owned by the Extreme Group and Aspen Capital and runs www.Extremepie.com, Europe's largest and most successful online and mail order surf / skate / snow retailer using e-commerce, mail order and TV commerce to sell direct to customers.

To find out more about Ex Stores keep checking www.exstores.com