Boardriders Chamonix forms part of Quiksilver’s strategy aimed at establishing a brand new kind of store, with a radically different philosophy from traditional distri- bution channels, on the Atlantic coast, in the Alps and in Europe’s major capital cities..

The Boardriders Clubs are unique environments, with exclusivedesigns and sited in carefully selected locations. Each has been created as a place where boardsports en- thusiasts can come together and hang out, with dedicated services and the very latest products from all the group’s leading brands (Quiksilver, Roxy, DC, Moskova, Lib Tech, Gnu and others). Quiksilver has taken its ground-breaking boardriders club concept and adapted it specially for a mountain setting, taking into consideration the distinctive features of the Chamonix environment and working in tandem with important local personalities and craftsmen.

Quiksilver has set up its winter base in the very heart of chamonix, renovating an old building with 400 m2 of floor space on three levels, and substantially refurbishing the building’s structure to take full advantage of the space. The sober, welcoming frontage totally respects the local Chamonix architecture, with wide bay windows opening onto the store so passers-by have a great view of what’s happening inside.

For the interior, Quiksilver has opted for a modern version of the typical mountain barn style, using natural and ethically sourced materials: old wood, dry stone, slate, glass and metalwork.

Quiksilver enlisted the talents of local illustrator Charlie Adam for the wall murals on the inside and outside of the boardriders. charlie, who is a big fan of 1950s posters, has come up with a light-hearted new take on the world of skiing.

Much of the ground floor is given over to accessories, with an avalanche of gloves, hats and snow helmets. Watches and masks are dis- played beneath backlit glass bells that sit on metal pulleys like little cable-cars.

Quiksilver called on the expertise of stonemason and mountain guide roland creton to build a dry stone wall running like a backbone through the store and from the basement to the upper floor. A section of the wall is covered with nine LCD screens showing footage of mountain action, a real tableau vivant that can be seen from the street, day and night. There’s a wall covered with old wood decorated with a mix of digital photo frames and vintage frames with old sepia photos of chamonix.

The basement is accessed via a wide staircase with tiered steps that can be used to stage concerts, exhibitions, film screenings or artistic collaborations. The basement itself is home to the technical corner, a veritable incubator of skiing and snowboarding gear, that showcases the widest technical range of products from Quiksilver, Roxy, DC, Libtech and Gnu, for sale or hire. There are also exclusive items like ZAG skis to be found, and an opportunity to test out new equipment.

The boardriders organizes day or weeklong skiing and snowboarding courses , as well as cross-country or glacier tours led by top pro- fessionals and mountain guides. the charlet brothers, natives of chamonix and among the foremost exponents of freeriding and freestyle, will be overseeing the quality of these extreme adventures.

The Boardriders is also a warm and fun place to hang out, with a bar, comfy chairs and Wi-Fi access, where customers can grab a hot chocolate in the morning as they check up on the snow conditions, or kick back and reflect on the day’s activities in a relaxed apres-ski atmosphere in the lounge.

Quiksilver is also bringing its boardriders Weeks concept to Chamonix in partnership with The Clubhouse, an original and convivial venue at the foot of the slopes. An intensive week of skiing or snowboarding, supervised by professionals for a truly unique experience. 

Upstairs on the first floor is a new area that’s been renamed «The Attic» and is dedicated spe- cially for women and youngsters. The loft has been fitted out to provide a warm and cosy environment with visible beams and decorated with antique furniture, and is home to the Roxy and Quiksilver Woman collections.

A little further on, you’ll find a library stocked with the complete Cordé Rouge collection published by Editions Guerin, a series of works recounting the greatest adventures of mountaineer-authors. It’s an invitation to sit back and take a journey with an unrivalled view of mont Blanc through the wide dormer windows. At the back of the loft is a section specially for younger visitors, a cabin-style area where you’ll find all the children’s collections...with plenty to discover and set little hearts racing.

More than just a store, this new boardriders is a window on the mountain world of Quiksilver, in the very heart of the Alps..

Boardriders Chamonix: 31, rue Joseph Vallot – 74400 Chamonix / +33 4 50 54 26 67

Opening times : From 8.00am to 8.00pm non-stop, Monday to Sunday