The flagship store introduces an updated global retail concept for The North Face.
The American brand The North Face, which specializes in the production of technological sportswear and travel equipment, has opened its first interactive store in New York. A new retail space opened to shoppers in Soho on Mahattan introduces a refreshed global retail concept The North Face stores.
The main focus of the new format store is on the "base camp" and represents the conceptual zoning of the retail space, which differs depending on the needs of the brand's customers in clothing and equipment, and on the choice of the type of outdoor activities.
The total area of the two-story store The North Face in New York is about 740 sq.m. On the ground floor there are men's clothing, backpacks, tents and sleeping bags, equipment for hiking, camping and rock climbing. On the second floor there is women's clothing, as well as shoes and equipment. For the brand, this is primarily an image retail project, referring to the 60s of the last century, created to demonstrate the stability and rich heritage of the company.
Among the innovations featured in the concept store, The North Face highlights furniture made from recycled materials, mobile phone charging stations, a small library of specialized literature, and a specially designed scent inspired by Yosemite National Park.
“Instead of delivering a consistent shopping experience, which used to be the store's sole purpose, our goal is now to inspire and create experiences,” commented Mark Parker, Vice President of Customer Experience. We were born in the mountains and adopted by the city.”
The store that opened in Manhattan is the first link in The North Face's upcoming global network renewal program. Refurbished stores in Seattle as well as New Jersey will reopen in the coming weeks. And in the fall, the premiere of the new concept will take place on the European market. The company expects to complete the renovation of all existing retail facilities by 2024.