Burton Expands To Scandinavia With New Hub In Stockholm

Burton Snowboards is excited to announce the opening of a new Burton Hub. After establishing the concept of combining retail store, showroom, and office spaces already in Innsbruck, Munich, and Zurich, the industry leader in snowboarding expands to Scandinavia.

The new Burton Hub Stockholm will be the first physical Burton-owned touchpoint in Sweden and will serve as an anchor point for Burton’s business in Scandinavia. Burton’s business in the Nordics will be run by Lina Adams, who was hired as Territory Manager for Scandinavia, overseeing Sweden, Finland, Denmark, and Norway. Her team includes Jonatan Alden as Marketing Coordinator for the Nordics, as well as a dedicated team to welcome customers at Burton’s new store in Stockholm.

Lina Adams

“The word “Hub”, by definition, means a place of connection, and that’s what the Burton Hub will be. A place to interact, to share our spirit, passion and values. At Burton, we look at the world through a drive transferred from the love of snowboarding and the mountains to issues such as gender equality, fair labor practices, and sustainability. And Burton is more than the products we sell: We’re a sport, a community, a movement and everyone is welcome” says Lina Adams, Territory Manager Scandinavia at Burton Europe.

Snowboarding has a long tradition in the Nordics, as well as living an active, purposeful lifestyle and spending time outdoors. With Burton being deeply rooted in Snowboarding and the mountains, and by providing a great offering of sustainable and functional product year-round, the new Burton Hub will cater perfectly to the demands of the Scandinavian consumer.

“After successfully opening Burton Hubs in Switzerland, Austria, and Germany, it is time to further expand, to create an anchor point for our customers in Scandinavia, to bring them closer to our brand”, says Oliver Zaletel, General Manager of Burton Europe. “Just like in the other countries, the Hub in Stockholm should be a point of community, storytelling, service and customer engagement. We are very excited for the new Hub to open and to get to know our Scandinavian consumers even better.”

On October 15, the Burton Hub opened at Norrlandsgatan 20 in Stockholm.