Burton (burton.com) has gone south of Houston.

The Vermont-based company – which includes the brands Burton Snowboards, R.E.D., ANON Optics, Gravis, Analog, Mark XIII and the new Burton Life apparel line — has opened its first standalone retail store in Manhattan. The 4,600 sq. foot store in SoHo at the corner of Spring and Mercer Streets opened its doors to the public earlier this week and features the full range of Burton’s brands.

Although it is already open, the store will have its official "grand opening" celebration on Tuesday, October 4. The kickoff will include giveaways, an autograph session with Burton team riders and an afterparty and fashion show at a NYC nighhtclub.

New York-based architects D. Berke and Partners designed the store, which boasts snowboards displayed in the floor, a “cold room” where customers can test winter clothing in winterlike temperatures and projected videos and animation on a large screen toward the back.

“We’re excited to expand our presence in New York, which is an important market for us as well as a hub for fashion, shopping, design and music,” said Burton’s president, Laurent Potdevin, in a written statement released by the company. “While we continue our commitment to the specialty dealers in the New York area that carry the Burton line, we see the new store as a great opportunity to build awareness of the Burton brand and share the lifestyle of our sport with new audiences.” The new store is Burton’s fourth retail flagship. The company also has stores in Burlington, Vermont and Innsbruck, Austria, and operates a Gravis store in Tokyo.