Oxylane, the parent company of Décathlon, has opened the first flagship store for Quechua, its big specialty private label for outdoor products, in an important location for outdoor activities. The selling surface of 80 square meters is located on Chamonix' prestigious Avenue de l'Aiguille du Midi. The new door is considered to be a pilot shop, so no additional stores of the same type are in the pipeline for the moment.

The Chamonix location is actually not the first store that Oxylane runs for Quechua. There is another one, also in France, in Domancy, home to the headquarters of both Quechua and Wed'ze, the exclusive brand for snowboard goods launched by Oxylane in 2007. The fate of this store is, however, currently uncertain, since the headquarters of Quechua and Wed'ze will move to Passy, a town nearby, where both brands will install main offices on altogether 10,200 square meters. The new premises will incorporate a store with a retail surface of 2,500 square meters and a test center enabling consumers to check out the latest gear.

Meanwhile, Quechua has joined forces with Club Aventure, a French outdoor-oriented tour operator that has been active since 1975. Club Aventure launched, at the beginning of this year, a rental service for outdoor gear under the slogan ‘voyager leger' (“travel light”). With the help of Quechua, Club Aventure offers three different kits: one for trekking, one for traveling and a more affordable one in a price range between €39 and €59. Each kit comprises a backpack, a drinking bottle, a sleeping bag, a mat and pillows. The kits – all provided by Quechua – can be booked along with an excursion by telephone or through the internet.

At the same time, Quechua has announced a cooperation with the Ecole Cantonnale d'Art de Lausanne (ECAL), an arts academy in the Swiss city, to launch the project “MyTent.” Quechua gives the school's first- and second-grade graphic design students the opportunity to reshape and decorate the brand's best-selling “2Seconds” tent according to their own fantasy and imagination. A joint jury of the academy and the brand will pick nine styles and publish them on Facebook to submit them to a public vote. The three most popular tents will be produced in a limited edition for summer 2012.