Eastern Mountain Sports Increases Boston Presence, Joins Prominent Businesses on Boylston

Newest Boston location first of ten new EMS stores to open this year

Oct 11, 2001, 01:00 ET from Eastern Mountain Sports

    BOSTON, Oct. 11 /PRNewswire/ -- Eastern Mountain Sports, one of the
 nation's largest outdoor specialty retailers, opens its downtown Boston
 location this week at 855 Boylston Street.  The opening marks a significant
 step in the company's effort to occupy more of New England's outdoor market.
 EMS Boylston, opening on October 11, will occupy 3,179 square feet at 855
 Boylston Street directly across from the Prudential Center, a convenient
 location for metro-Boston's outdoor enthusiasts.
     The new Boylston store joins the existing EMS store on Commonwealth Avenue
 to continue serving Boston area outdoor specialty consumers.  EMS was founded
 in 1967 in Wellesley, Massachusetts by two rock climbers dissatisfied with the
 selection of climbing and camping gear available from other retailers.  What
 began over three decades ago as a single store for hard-to-find climbing and
 camping equipment has flourished to become one of the country's most notable
 specialty outdoor retailers, with over 90 stores and a thriving online
 presence.  The EMS Climbing School, with headquarters in North Conway, NH, is
 the testing ground for EMS label product.
     EMS selected Boylston for its newest Boston location as the area
 surrounding the Prudential Center has seen a resurgence of upscale retailers
 and restaurants.  "We have an established, strong relationship with Boston's
 outdoor consumers.  They recognize EMS for our excellence in customer service
 and consistent product values.  Knowing this, an additional Boston location
 was a logical next step in expanding our presence and better serving the local
 outdoor market," said Ed Howell, president and chief executive officer.
 Nearby anchor stores include the recently opened Anthropologie and Crate &
 Barrel, with a Trader Joe's specialty food store slated to open this spring.
     A Grand Opening celebration on October 20th marks the first of ten new EMS
 stores to open throughout the Northeast over the next six months, including
 three more local stores in Acton, Canton, and Cambridgeside.  Kites and river
 bags will be offered to customers attending the opening, as well as
 opportunities to partake in a camp cooking demo and other outdoor-related
 activities.  Attendees will have a chance to preview the store's selection of
 gear and clothing for climbing, camping, hiking, kayaking, snowshoeing and
 wintersports.  Extensive collections of EMS brand products as well as top
 brands of the outdoor industry will be available for purchase, and select gear
 will be available for rent.  EMS is known for its excellent customer service
 and retails the best outdoor industry brands, including The North Face,
 Patagonia, Marmot, Merrell, Columbia, and Eagle Creek.
     Eastern Mountain Sports is one of the nation's leading specialty retailers
 of outdoor clothing and equipment, currently operating over 90 stores
 throughout the Northeast, Midwest, and Colorado.  To locate an EMS store, call
 1-888-INFO-EMS or log on to www.emsonline.com.
      Alycia Cavadi
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SOURCE Eastern Mountain Sports