By Kate Tracy
Carving up a hot corner in RiNo: the company that pioneered snowboarding.
Burton, the Vermont-based maker of snowboards, apparel and other outdoor gear, has leased approximately 2,500 square feet of space at 2649 Walnut St. and plans to open a store in early 2020.
“We are looking at this as a new generation of retail for Burton, where we’re going to utilize the space for retail but also use it for our wholesale team as well,” said Brian Sipes, Burton West Coast district manager.
The front portion of the location will be devoted to retail. In the back, Burton will have offices for its wholesale employees and a showroom for hosting clients.
“Retail is changing, especially when it comes to a brick and mortar,” Sipes said. “Having a storefront isn’t what it used to be. Now, it’s more about an experience and an interaction you get walking in and out of the store, and the follow up.”
It’s Burton’s second expansion locally in the past year; the company opened a store on Boulder’s Pearl Street in December. Beyond that, the company sells its apparel and goods to Vail Resorts and other ski resort operators, who run Burton-branded stores in mountain towns.
“We already have a strong grip in the mountain areas,” Sipes said. “Bringing the mountains to the city is what we’re really trying to do, and showcase that we’re not just a snowboard brand. We have a lot more to offer.”
Burton is going into a warehouse building that has been used by Denver Fine Cabinetry. Real estate firm Edens purchased the building in December for $3.6 million.
Jake Burton Carpenter started making snowboards in 1977 in his Vermont barn, before snowboarding was a popular sport. The brand since has expanded to apparel, camping gear, luggage and more, according to its website.
Burton will join outdoor retailers Topo Designs and Patagonia in RiNo. The company will be neighbors with the men’s boutique Jiberish, which makes men’s hoodies, hats and other apparel.
In addition to Boulder and Denver, Sipes said Burton operates stores in San Francisco; Chicago; Minneapolis; New York City; Boston; Santa Monica, California; and Burlington, Vermont. It has outlet stores in Massachusetts, Nevada and Pennsylvania.