{"id":160616,"date":"2025-05-05T04:00:00","date_gmt":"2025-05-04T18:00:00","guid":{"rendered":"https:\/\/timesnewsgroup.com.au\/surfcoasttimes\/?p=160616"},"modified":"2025-05-01T14:47:47","modified_gmt":"2025-05-01T04:47:47","slug":"xtm-ride-into-new-flagship-store","status":"publish","type":"post","link":"https:\/\/timesnewsgroup.com.au\/surfcoasttimes\/news\/xtm-ride-into-new-flagship-store\/","title":{"rendered":"XTM ride into new flagship store"},"content":{"rendered":"<p>LOCAL snow and outdoor wear giant XTM has officially opened its new flagship store in Geelong Road in Torquay.<\/p>\n<p>More than 100 people, including Olympians, pro surfers, XTM staff and business owners attended the opening function last Thursday (April 25) evening.<\/p>\n<figure id=\"attachment_30038\" aria-describedby=\"caption-attachment-30038\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-30038\" src=\"https:\/\/static.timesnewsgroup.com.au\/prod\/uploads\/sites\/2\/2025\/05\/IMG_8878_96896.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><figcaption id=\"caption-attachment-30038\" class=\"wp-caption-text\">The event was attended by Olympians including Jakara Anthony.\u00a0<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>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.<\/p>\n<p>XTM founder Pete Forras said the store opening marked an exciting new chapter in the company&#8217;s fabled history.<\/p>\n<figure id=\"attachment_30038\" aria-describedby=\"caption-attachment-30038\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-30038\" src=\"https:\/\/static.timesnewsgroup.com.au\/prod\/uploads\/sites\/2\/2025\/05\/IMG_8867_96888.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><figcaption id=\"caption-attachment-30038\" class=\"wp-caption-text\">Jack Milner and Holly Lipson.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>&#8220;The connection between Torquay and Mount Buller and the snow is so special.<\/p>\n<p>&#8220;It&#8217;s born out of that mountain people and ocean people are hunting the same thing: they are both nature-loving adrenaline junkie storm chasers.<\/p>\n<figure id=\"attachment_30038\" aria-describedby=\"caption-attachment-30038\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-30038\" src=\"https:\/\/static.timesnewsgroup.com.au\/prod\/uploads\/sites\/2\/2025\/05\/IMG_8912_96872.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><figcaption id=\"caption-attachment-30038\" class=\"wp-caption-text\">The Forras family.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>&#8220;The storms create the lines we surf down here, and create the powder dumps we ride up there. They are tied so intrinsically together.<\/p>\n<p>&#8220;That&#8217;s why this snow store has made its way down here.&#8221;<\/p>\n<figure id=\"attachment_30038\" aria-describedby=\"caption-attachment-30038\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-30038\" src=\"https:\/\/static.timesnewsgroup.com.au\/prod\/uploads\/sites\/2\/2025\/05\/IMG_8864_96838.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><figcaption id=\"caption-attachment-30038\" class=\"wp-caption-text\">More than 100 people were in attendance for the store opening last Thursday night.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>XTM chief executive officer Nichol Wylie echoed his excitement for the future.<\/p>\n<p>&#8220;Pete&#8217;s vision, creativity and his passion are the foundation of this particular store and of the office.<\/p>\n<figure id=\"attachment_30038\" aria-describedby=\"caption-attachment-30038\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-30038\" src=\"https:\/\/static.timesnewsgroup.com.au\/prod\/uploads\/sites\/2\/2025\/05\/IMG_8857_96859.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><figcaption id=\"caption-attachment-30038\" class=\"wp-caption-text\">XTM has a new store fitout on the Surf Coast Highway.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>&#8220;From the design to the build, it reflects all the values of the brand.<\/p>\n<p>&#8220;His commitment to community, he loves sustainability, and he loves the product and all of that comes to life in this store today.<\/p>\n<figure id=\"attachment_30038\" aria-describedby=\"caption-attachment-30038\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-30038\" src=\"https:\/\/static.timesnewsgroup.com.au\/prod\/uploads\/sites\/2\/2025\/05\/IMG_8863_96945.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><figcaption id=\"caption-attachment-30038\" class=\"wp-caption-text\">Tom and Mark.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>&#8220;This place is so special. It&#8217;s a special moment for the company and for Pete. Cheers to Pete and to XTM.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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. &nbsp; The new store boasts some amazing design features including snow machines, a ski [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/timesnewsgroup.com.au\/surfcoasttimes\/news\/xtm-ride-into-new-flagship-store\/\">Read More&#8230;<\/a><\/p>\n","protected":false},"author":201,"featured_media":160634,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[7],"tags":[],"post_folder":[],"class_list":["post-160616","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>XTM ride into new flagship store - 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