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O'Neill launches new retail concept with imminent store openings

By FashionUnited

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O'Neill Europe is proud to announce the imminent opening of a new branded retail store – premiering the surf and snow lifestyle brand's new retail concept – in the Belgian city of Antwerp.

The new Antwerp O'Neill Store, scheduled to open its doors on 25 th October 2007 , is located in the newly developed shopping center on the Meir – one of Antwerp's busiest and most prestigious shopping streets. Importantly, the Antwerp O'Neill Store will be the first to open under the brand's new retail concept, developed over the course of the last 12 months in collaboration with leading international design agency Concrete.

O'Neill's Peter Ottervanger, Managing Director Retail Europe, is understandably excited at the prospect of launching the new concept in Belgium, where O'Neill continues to build on a strong brand presence, and said: “The Antwerp store opening marks a key turning point in O'Neill's global retail strategy. Over the next five years, we plan an ambitious roll out of the new retail concept across Europe, beginning with the opening of a new store in Oberhausen, Germany on 1 st November 2007. Having successfully converted the surf and snow lifestyle into the retail environment, we're really looking forward to offering shoppers a unique branded retail experience tailored to their specific needs and shopping habits.”

The new retail concept, featuring a giant visual wall and a mix of natural and modern materials, will serve to underline O'Neill's key touchstones and showcase everything the brand is about. Innovative, flexible and mobile interior elements, facilitating everyday consumer relevance, will present everything from wetsuits, snow outerwear and bikinis to footwear in a dynamic light. Hinting at the brand's Northern California heritage, the concept's rouged look and feel collides with elements boasting a distinctly more urban appearance, including unpolished stainless steel, emphasizing the brand's innovative character.

Eppo van Berckelaer, Marketing Director O'Neill Europe, is equally enthusiastic about the launch of the new concept, saying: “The new retail concept is perfectly suited to showcasing our products and everything from our remarkable brand heritage to our ever-present spirit of innovation that continues to drive the brand forwards to this day. The dynamic and flexible nature of the new stores, meanwhile, will also mean we can respond faster to changing consumer demand, offering consumers the right product in the right place at the right time. It's great to be able to say that the future is looking brighter than ever for both O'Neill and our consumers.”

For more information about the new store openings in Antwerp and Oberhausen, and/or for more details of our new retail concept, please contact: Daan Meijer or Daniëlle Jongerius – O'Neill PR Department.

About O'Neill:

O'Neill, the original Californian surf, snow and lifestyle brand, was founded in 1952 when a young man named Jack O'Neill took his unstoppable passion for surfing and used it to beat Mother Nature at her own game. Pioneering the world's first neoprene wetsuit, Jack had successfully found a way to extend his surf sessions in the bone-chilling breaks of Northern California. He opened up the garage doors to his first surf shop in Santa Cruz soon after.

While many things have changed since those humble beginnings, Jack's initial vision of producing functional and innovative boardriding products continues to lie at the core of everything the company does. O'Neill's set of core values – innovation in style and technology – has seen the brand devote itself wholeheartedly to the evolution of action sports. From the first ever neoprene wetsuit and surf leash, to the world's first stitchless boardshorts and range of groundbreaking wearable electronics, O'Neill's spirit of innovation will always drive the company forwards.

Today, O'Neill can be found the world over. In touch with its rich heritage and the universal stoke of boardriding culture, O'Neill will always be committed to progressing that evolution and growing its reputation as one of the world's leading youth lifestyle brands.

For additional information about O'Neill, any of its products, riders or events please contact:

Daniëlle Jongerius or Daan Meijer

tel: +31 71 5600800

[email protected]
www.oneilleurope.com

O'Neill