Join the Tribe

An independent store specialising in snow and water gear opens in the heart of Norwich this week.

Tribal Riders will cater for both winter and summer sports, spotting a gap in the market locally.

But you don’t have to be a snowboarder; they’re exclusive stockists of a range of brands which anyone can wear.

Keen snowboarders Matthew Jeffery and Sara Le Conte are behind the new store, Tribal Riders, which opens on Westlegate (in between John Lewis and M&S) this Saturday.

Their market research shows extreme sports like snowboarding are growing in popularity, even in cities like Norwich. Matthew Jeffery, who has ridden seasons and worked within the snowboard industry said: “This industry hasn’t suffered during the recession. People pick something they don’t want to give up and would rather ditch a summer holiday than not go snowboarding.”

In store, they’ll be able to help snowboarders find the right gear to fit them perfectly: “It can take half an hour to fit a snowboard boot, but it can make a huge difference to your holiday if you get it right.” Being the only local specialist store means they’ve secured exclusive lines in brands such as Quiksilver, Roxy and Ripcurl, among many others. And you don’t have to be a snowboarder to wear the tops, t-shirts or jeans by these brands.

Soon they’re be available online too, allowing people to browse at home as well as in store.

In March, they’ll shift towards the summer market, stocking wetsuits, bikini and swimwear and everything you need for water sports. They want people to join them, either coming to see demos of unusual sports like kite-surfing on local beaches or by joining one of their trips to Europe’s largest indoor snow centre in Holland: “We want people to join our tribe; join our community.”

Sara Le Conte adds: “We’re rider-owned and rider-staffed, which means we can offer a level of expertise and knowledge you won’t find everywhere.”

The ribbon will be cut at their new Westlegate store (between John Lewis and M&S) at 9.30 am this Saturday, a drinks reception, a competition to win a brand new winter sports outfit… and goodies for the first 10 purchasing customers.