Helio opens flagship store in Santa Monica


    Helio’s flagship store is no longer just an online destination. They’ve opened up a brick-and-mortar location in Santa Monica, ushering in a whole new generation — so to speak — of Kickflipping, Hero-ing, Drifting fanatics. Of course, you’ve already encountered Helio in the flesh by visiting third-party retailers, but this is the first store that sells Helio, Helio-alone, and is owned completely by Helio.

    More stores are expected to pop up in the next month or so, including locations in San Diego, Palo Alto and Denver. That said, I’m expecting that the New York branch, which is scheduled to open some time next year, to be the granddaddy of them all. Way to go, Helio. I’ll stop calling you a phone company.