Deportes Alaska, a well-known ski and mountaineering shop in Madrid, has moved to new premises. In tripling its area to 430 square meters, the shop has gained a storefront 12 meters wide on Calle Cristóbal Bordiú and, at last, a parking lot. The old shop had been tight for years – especially in winter, when its 155 square meters would be cluttered with skis awaiting repair. According to CMDsport, José Sánchez, the shop's founder, sees the move as ensuring the future, as he will be retiring in the next few seasons and passing on the business to his son. Rather than compete on price with internet retailers, Deportes Alaska focuses on customer service, according to Sánchez. The shop used to sell mostly hardware, and now it sells mostly apparel.