ilabb, New Zealand's premium action sports and lifestyle brand, has opened a store in the action capital of New Zealand.

"Queenstown is the action sports hub of New Zealand (some might say the world) and we see ourselves as one of NZ’s premium actions sports and lifestyle brands so it made sense that we'd choose it as the location for our third store," says co-founder and creative director Matt Saunders. "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."

The ilabb team are pumped at the opportunity to introduce their brand to international millennials who love action and adventure but aren't yet aware of the home-grown brand.

The 90sqm space on Shotover Street in Queenstown - shared with Peterpan Adventure Travel - features all the ilabb collections, including the Syndicate athletic range, seasonal clothing and their popular Team line which includes the innovative Team Tech hood - an alternative to traditional bulky ski jackets with its water-repellent fabric - and their freshly dropped Zero down puffer jackets for both guys and girls.

The opening of the first South Island store for ilabb comes as the brand celebrates another meaty milestone: ten years in business.

"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," says Saunders. "Bring on the next ten years - yeeow!"