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News: Front Runner Flagship Store

Front Runner continues their rapid growth and expansion into the global overland market, not only significantly broadening their quality product offerings, but also constructing a world-class showroom, fitment and inventory facility in South Africa.  Located just north of Johannesburg, the facility was designed by architect, overlander and photographer Rob Cary, along with Front Runner Chairman Stanley Illman. Being a prolific overlander, Stanley understands the needs of the vehicle-based traveler, and the new facility reflects the quality, design and values of the adventurer. According to Stanley, “Front Runner has a history of global exploration and supporting our clients with expedition-quality equipment. Our travels have provided the confidence that South African equipment is some of the best on the planet, so we have invested in our capabilities to service the global market while also better supporting our valuable local clients”.

While my comments below may seem heavy on flattery (they are), I have never seen a facility of this quality and attention to detail in the 4wd/Overland industry. . . anywhere. . . worldwide. I congratulate Stanley and his team on such a polished, quality outcome. Of course, our selfish hope is that all of their new products (which we have not yet tested) also reflect this quality and design.

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The design of the showroom is contemporary, but functional.  Product is displayed tastefully throughout the space.

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Upstairs, the smaller retail items are organized, including extensive accessories.  A customer lounge includes books and maps on travel.  A projector displays recent Front Runner expeditions into Namibia and beyond.  Front Runner intends to conduct training and offer the facility for local 4wd and overland clubs.

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Even the service bays are exceptional, the flooring coated and the work benches made from their modular racks

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I was really taken by the attention to detail and design.  In all of my travels, I have never encountered a showroom of this presence. 

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The Front Runner product line is expanding rapidly, including a full compliment of fuel tanks, rack accessories and water tanks. 

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Their new 40L water tank is a best of breed. Brass fittings, metal mounting kit and a high-quality finish.


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If your travels ever take you to South Africa, a visit to this spectacular facility is worth scheduling. 

Worldwide: http://www.frontrunner.co.za/
North America: http://www.frontrunneroutfitters.com/ 


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Scott is the publisher and co-founder of Expedition Portal and Overland Journal. His travels by 4WD and adventure motorcycle span all seven continents and include three circumnavigations of the globe. His polar travels include two vehicle crossings of Antarctica and the first long-axis crossing of Greenland. He lives in Prescott, Arizona