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 Demon Xtreme open London skate shop – March 30th

From tiny tots to top professionals, the Ally Pally rink attracts skaters of all levels and has a national reputation for nurturing superb talent.  A Junior British Champion, a headline making pantomime, an ice hockey squad and a vibrant ice skating club are all at home on ice at Ally Pally.  From March 30th, a new skating headliner joins the ice rink community – an on site skate store, DX Bunker. From selling the latest products to providing skate care to maximise performance, the new outlet will be an exciting addition to the rink, run by Demon Xtreme, who have a leading reputation for their Essex store and online business – the largest in the UK.

The Ice Rink at Alexandra Palace is a source of enjoyment and pride to us, to the local community and to over 300,000 ice skaters a year.  They come to use the superb rink facilities, a result of our £2.3m investment, providing a fantastic recreational destination which shows what can be achieved as Alexandra Palace undergoes regeneration.

The rink was recently home to the Dancing on Ice Skate School and featured regularly on ITV as a training ground for celebrities.

The addition of a retail store to the ice  rink is something that we felt would add even more to our service and the attraction for skaters and we are pleased to be partnering with Demon Xtreme, who are regarded as one of the UK’s leading specialist skate stores.  Their expertise and product knowledge means that Ally Pally ice skaters will have an edge when it comes to the latest kit opportunities.” Emma Dagnes, Commercial Director, Alexandra Palace.

The Ally Pally store will appeal to everyone with an interest in skating -  from figure skaters to hockey players alike.  For those who use the Ally Pally skate park and enjoy action sports, it’s also good news as the store will have a range of decks, scooters and aggressive inline skates too.

Anne Gooderham, Marketing Director of DX she said: “We are very proud and exited to be given the opportunity to have our new store in one of the most iconic ice rinks within the UK, it really is an honour and privilege and we have to keep reminding ourselves how big it really is and are really looking forward to a close and long working relationship with Alexandra Palace.”

The store opening takes place during the Easter weekend, when the Ice Rink will have a range of themed activities going on for all ages to enjoy.  The new store will celebrate its opening alongside the Saturday night Ice Nation disco, which promises a night of eggstreme fun, with a whole range of prizes to be given away by Demon Xtreme, who will also be fundraising for charity.

Jason Khan, Managing Director said: “We are really looking forward to the opening of the new DX store; the occasion will give everyone the chance to see what we are about.  Even though we have a thriving online business, we believe there is no substitute for the retail experience, with exceptional customer and advice which is simply not available online.”

Ice Rink and Skate fans can keep up to date with store news and offers through the Alexandra Palace Facebook page.

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