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The boss of Queenstown-based action sports-inspired apparel brand, ilabb, believes its flagship new two-level store opening this weekend will super-charge its profile.
Having already been in two successive Shotover St locations, lately alongside an arcade, it is remaining in the same street but in prominent corner premises also fronting Duke St.
Co-founder and ‘fearless leader’ Seadon Baker says the premises — vacated by real estate agency Bayleys, which has consolidated in Frankton — will help further bring it to an international market.
That is not just through its handy location, opposite iconic Fergburger and close to snowsports and bike shops, but also due to its increased floor space.
Its corner cafe, icafe, including a window counter, will, along with the adjoining retail area, be much larger.
Upstairs there will be the likes of a podcasting lounge and space where customers can learn about the brand and what is coming next.
There will also be what Baker calls adventure planning in which staff pass on tips about outdoor activities.
Aside from this store, ilabb also has an online store and a presence in Whistler, Canada.
Baker adds: "I’ve also just had an exciting injection of partners and people into the team and they’re based out of Australia, so they’ll soon be launching ilabb in Australia, which is going to be awesome."
