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New branded boardsports concept boasts raft of shop-in-shop debuts

Rip Curl franchise partner Ridel has unveiled a branded boardsports concept called Extreme Central.
A 2,100sq ft shop has opened in the Xscape leisure complex in Milton Keynes, selling surf, snowboarding and skate wear.

The store will feature the first shop-in-shops from brands including Vans, Oxbow and Hurley, as well as Animal’s latest storefit. Other labels include Cult Industries and Hot Tuna.

Ridel director Mark Ridel said: “Most boardsports shops just sell one brand, and we wanted to offer shoppers a range of quality brands. We also wanted to show the brands off in the best light, so we have used shop-in-shops for all the brands. The likes of Freespirit don’t do that. This business has an indepen-dent feel.”

Ridel said more stores were a possibility. The company opened a store for surfwear brand Kangaroo Poo at Xscape in Milton Keynes in 2002. An Extreme Central website launched nine months ago.

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