XTM ride into new flagship store

LOCAL snow and outdoor wear giant XTM has officially opened its new flagship store in Geelong Road in Torquay.

More than 100 people, including Olympians, pro surfers, XTM staff and business owners attended the opening function last Thursday (April 25) evening.

 

The new store boasts some amazing design features including snow machines, a ski chairlift, a cold room to simulate snow conditions and plenty of historic photos.

XTM founder Pete Forras said the store opening marked an exciting new chapter in the company’s fabled history.

 

“The connection between Torquay and Mount Buller and the snow is so special.

“It’s born out of that mountain people and ocean people are hunting the same thing: they are both nature-loving adrenaline junkie storm chasers.

 

“The storms create the lines we surf down here, and create the powder dumps we ride up there. They are tied so intrinsically together.

“That’s why this snow store has made its way down here.”

 

XTM chief executive officer Nichol Wylie echoed his excitement for the future.

“Pete’s vision, creativity and his passion are the foundation of this particular store and of the office.

 

“From the design to the build, it reflects all the values of the brand.

“His commitment to community, he loves sustainability, and he loves the product and all of that comes to life in this store today.

 

“This place is so special. It’s a special moment for the company and for Pete. Cheers to Pete and to XTM.”