Black Diamond opens first Flagship Store in Europe in Innsbruck

By Arjen on 5 December 2019 · 0

(c) Matthias Pristach
(c) Matthias Pristach

Black Diamond opened its first European flagship store in Innsbruck, Austria and thereby its third flagship store globally. Located in the Maria-Theresien-Straße in the heart of Innsbruck, the flagship store carries all product categories of Black Diamond and provides a contact point for all-mountain sports enthusiasts through events and workshops. It serves as a vital hub and new highlight among Innsbrucks’ retailers.

(c) Matthias Pristach
(c) Matthias Pristach

Salt Lake City

This strategic positioning in Innsbruck is part of a global retail strategy Black Diamond is pursuing. In December of this year, another mono-brand store will open in the center of Salt Lake City, the home of BD globally. The Innsbruck store represents the first step in Europe to broaden the own retail concept – located in carefully selected mountain sports hubs throughout Europe.

Customer experience

According to Susanne Pfrengle, Head of D2C Europe, “a flagship store enables BD to present the considerable breadth and diversity of our brand and products – from climbing to trail running, outdoor clothing, to skiing or snow safety. Allowing us to elevate brand awareness significantly. Additionally, the main focus of our flagship store concept will be on customer experience with monthly events, athlete lectures, specialist presentations, and exclusive products with special Innsbruck designs.”

(c) Matthias Pristach
(c) Matthias Pristach

Test gear

The store serves as a platform to test or borrow selected pieces of gear. This includes the chance to try out skis for a day before making a purchase decision. This program will be expanded throughout further categories over time same as the Innsbruck specific apparel designs which will be updated/expanded on a seasonal basis.

Great coffee as well

Great coffee, the central location, and friendly staff are making the store a place to meet and exchange weekend plans. This community idea is strongly engrained in the store concept and will be strengthened through several events already lined up for the weeks to come – such as a Snow Safety Workshop on December 5th.

Opening Hours

Monday – Friday: 9.00-18.30 Saturday: 10.00-18.00


Maria-Theresien-Strasse 57 6020 Innsbruck Austria


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