Burton opens New York flagship as Zeb Powell launches apparel line

Burton has opened a new flagship store in SoHo, New York, moving into a 5,000 square foot space at 107 Grand Street on the corner of Mercer Street, around the corner from its previous store. The site, formerly occupied by Jaded London, opened on September 18 with a public launch event set to happen on Thursday, featuring professional snowboarder Zeb Powell who will debut of his apparel line, Zeb's Closet.

The store carries 3,500 square feet of selling space and the full Burton range: snowboards, boots, bindings, outerwear and apparel, including the AK collection, the Reserve line and the brand's 50th anniversary drops, alongside Anon helmets and goggles. Trading hours are seasonal, running 11am to 7pm from September to April and 12pm to 6pm from May to August. Peter Szczebak manages the store.

The design concept, titled Dear Jake, references founder Jake Burton Carpenter, who died in 2019, and takes its name from the documentary Dear Rider. Natural wood and metal detailing is meant to echo a snowboard's core and edges, custom wallpaper reproduces drawings from original Burton engineering patents, and the lighting is modelled on tracks left in fresh snow. Fixtures throughout are mobile so the space can be reconfigured for events and gatherings. G4 Group Architecture, Building, Design led the work, with Mercer Operation as general contractor.

Burton has traded in SoHo since 2005, and the company frames the new store as part of a retail strategy built on fewer, deeper stores in markets where it can show the full range and reach riders directly.

The timing places the opening at the start of a new chapter. Denny Bruce became chief executive officer on September 21, three days after the store opened. He succeeded owner Donna Carpenter, who had served as interim chief executive since June and remains chairman of the board, following the departure of John Lacy, a 29-year company veteran who left in July. Bruce first worked at Burton as Mid-Atlantic brand manager between 2003 and 2005.

Burton will celebrate 50 years in 2027.