Billabong introduces new store concept in France

By

Chenu Alexis

Translated by
Nicola Mira

Published
Apr 5, 2018

Australian board sports brand Billabong is currently in the process of being bought by US surfwear retailer Boardriders Inc., also the owner of Quicksilver, Roxy and DC Shoes, and in the meantime it has introduced a new retail concept in Saint-Jean-de-Luz, France.

The new-look, 250 m2 store opened last Friday in the French surfing resort, with an evening event featuring artist Eduardo Gonzalez. The revamped interior design is more in synch with Billabong's roots and brands values: natural raw materials such as wood, stone and metal are predominant in the pared-down, bright ambience, which also features references to the brand's surfing spirit, such as surfboards hanging from the ceiling and on walls, photo galleries and tropical plants.

For the reopening, Billabong presented an exclusive line in collaboration with Spanish artist and surf designer Eduardo Gonzalez, the creative mind at Monster Surfboards. The collaboration is part of the BB Gallery project, a series of capsule collections designed in collaboration with international artists.

Borrowing the resin-mixing techniques he normally uses to produce his surfboards, Gonzalez created a series of t-shirts with colourful printed motifs, to which a board shorts model will also be added.

The next French Billabong store to adopt the new-look interiors will be the one in Bordeaux on 13th April.