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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 25th 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 1st 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.”

Go to O’Neill Europe site.


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