Extreme Re-brands Legends For UK High Street

The media group Extreme, which owns the Extreme Sports Channel and already operates online and mail order surf, skate and snow retailer Extremepie.com is to bring its brand to the British high streets. With the acquisition of the Legends Surf Shops - now to be rebranded using the Extreme name and logo - Extreme will make a play at conquering the UK high street with the chain to be renamed Extreme Shops.

Al Gosling, chief executive of Extreme Group, told The Retail Bulletin: "The overall goal is to build a significant retail chain in our sector, fully integrated with our existing TV, internet and mail order operations. He added: "We are grateful to the previous owners of the Legends stores who have done a remarkable job in building this sector. We wish them well, and hope to work with them in the future in whatever way we can."

Steve Hazell has been appointed as managing director to lead the growth of Extreme Shops, bringing more than 20 years of retail and operational management to the business. His most recent role was as a director of Snow+Rock, where he played a key role in taking the company from a four store operation to a 13 store, GBP30m turnover sector leader in snowsports and outdoor pursuits.

Hazell said: "This is the result of six months of hard work in which we have identified the potential of the Legends business and built, tested and refined a plan to grow it. I am very glad that we have been able to reach this point, and thrilled to be involved with such a positive, dynamic and capable team, at an exciting time for this sector of the retail market. "The opportunity to work with such a strong brand gives us a unique opportunity to establish dominant sector positioning in a shortened time frame."