Burton Opened New Flagship Store in SoHo
The snowsports brand has launched a 5,000-square-foot retail space on Grand Street.
Updated on Sept. 24, 2026 in Openings & Closings
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Burton has officially opened a new flagship location in New York Citys SoHo neighborhood. The store, which spans 5,000 square feet, is situated at 107 Grand Street on the corner of Mercer Street.
Why it matters
The opening marks a significant retail expansion for the snowboarding brand in a high-traffic Manhattan district. By replacing a previous tenant at this prominent address, the company is increasing its physical presence in the competitive urban apparel market.
The new storefront occupies 5,000 square feet at 107 Grand Street. This location was previously occupied by Jaded London.
The players
Burton
Burton is a prominent international manufacturer of snowboards, bindings, boots, and outerwear.
Zeb Powell
Zeb Powell is a professional snowboarder known for his athletic achievements and contributions to winter sports culture.
The details
The flagship store is positioned at the intersection of Grand and Mercer streets, replacing the space formerly held by Jaded London. Professional snowboarder Zeb Powell is also using the site to introduce his new apparel line, Zeb's Closet.
Timeline
September 18, 2026: Burton opened the new flagship store.
September 24, 2026: A public launch event will feature Zeb Powell.
Market Landscape
This opening follows the broader trend of outdoor lifestyle brands securing flagship locations in premium Manhattan retail corridors. The move positions the company to compete directly for the attention of urban consumers in a high-density fashion district.
Shoppers can now access the full range of Burton gear at the new SoHo location. The upcoming public event also provides an opportunity for fans to see the debut of Zeb's Closet apparel line in person.
The takeaway
The move demonstrates the enduring appeal of physical showrooms for brands looking to anchor their presence in major fashion hubs. Visitors to the store can expect a localized retail experience that bridges the gap between mountain sports and street culture.
What happens next
A public launch event is scheduled for Thursday, September 24, where Zeb Powell will debut his new apparel line, Zeb's Closet.
Further reading
For more on the retail landscape, browse the New York City Openings & Closings section.
Source note: This article includes information reported by FashionUnited.
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