Australian surf label Billabong has opened its newest concept store at Lombok Epicentrum Mall.

The store is part of Billabong Indonesia brand’s extensive retail roll out planned for this year and is a partnership with Royal Surf.

“This is the perfect time for us to strengthen our relationship with Royal Surf given the good performance the brand is achieving in its multi brand channels,” said Billabong service manager Arini Sukmawati.

The 86 sqm Billabong Lombok store takes on the brand’s new retail identity – direct from the brand’s headquarters in Gold Coast, Australia. Similar to all new stores opened by the brand globally this year, the space features Billabong’s signature surfboard ceiling, clean white brick walls, and educational panels portraying the stories of Billabong’s award-winning products and campaigns.

Besides being at the starting point of the island of Lombok and Sumbawa, the new store, located in the largest city in the Mataram Province, is also the epicentre of commerce and industry services.

“Mataram is growing and developing rapidly. Along with increasing tourism rates due to the location’s very vibrant surf locations, we are very confident that our relationship with Billabong will only strengthen with the opening of this new store,” said Meylya Handoyo, director of Royal Surf.

She said the Lombok store will be stocked with a larger assortment of the brand’s stories and product collections to fully convey the Billabong brand story.

Billabong Lombok is located on the first floor of Lombok Epicentrum Mall Jl. Sriwijaya no. 333, Mataram, NTB. It is open from 10am – 10pm daily.