Action sports and lifestyle brand, ilabb, has opened a new store in Queenstown, the brand’s first South Island store.

Matt Saunders, ilabb co-founder and creative director, said opening a store in Queenstown made sense as it is ‘the action sports hub’ of New Zealand.

“Our family of customers have been begging us for years to open a store in the South Island so we’ve listened and opened shop last month,” Saunders said.

The 90sqm space on Shotover Street in Queenstown, shared with Peterpan Adventure Travel, features the action sports retailer full range of collections, including its Syndicate athletic range, seasonal clothing and the Team Tech hood – an alternative to traditional bulky ski jackets with its water-repellent fabric – and their freshly dropped puffer jackets.

The opening of the first South Island store for ilabb comes as the brand celebrates another milestone, its 10-year anniversary.

“Our goal is to be globally successful and Queenstown is a pipeline to the rest of the world so we’re psyched to take this step,” Saunders said.