A global leader in the design, engineering and marketing of premium-quality footwear, apparel and accessories for consumers who value the outdoors and their time in it, Timberland has opened a brand new 238sq m store at the Westfield Shopping Centre in London. As part of retailer’s commitment to reducing its global ecological footprint, the new store pushes the boundaries on eco-conscious shop fittings. Featuring a mix of reclaimed, reused and recycled materials, and constructed using processes and materials with the lowest environmental impact, the store exemplifies the potential
in environmentally responsible retail space.

Timberland operates two types of outlet, the full-priced brand store and the TFO, or Timberland Factory Outlet; there are 44 own-stores and 19 TFOs operating throughout the UK, Germany, Holland, Belgium, France, Italy and Spain.

In addition to Westfield, Timberland has also opened a new store in central Paris and converted a number of franchise stores in Belgium and Holland to own-store status. “This was an opportunity that just seemed to work for us,” says European Commercial Director, Mike Lynskey. “But it is not a part of any wider strategy.

Whilst the brand’s flagship undoubtedly remains its Regent Street store in London, the new opening at Westfield London is clearly an impressive and visually dramatic addition to the Timberland portfolio.

Inspired by its tree logo and the dynamic tree-like roof supports that form the architecture of the centre, the retailer has created a striking signature storefront over the full lengths of its 25m side elevation, 11m front elevation and 8.5m height. More than 85 per cent of the materials used within the store have served other purposes in a
previous life.

“It was never just a shop,” explains Lynskey, “but a marvellous opportunity to do something exciting and dramatic, and that’s exactly what we have done.
“The environmental ethos is something that is fundamental to our brand and we have a very real commitment that reaches beyond our store design, build and fit-out, and goes right to the core of everything that we do.”

In pursuing a strategy of steady growth over the next few years, Timberland plans to open 4-5 new stores per year, many of which will take the form of its Footwear Plus concept, a smaller format than that of Westfield and Regent Street, and whilst Lynskey does not discount new European openings in the near future, there are no plans for Continental openings at this time.

Unlike many premium brands, Timberland benefits from a slightly younger audience; overall, its core consumer is predominantly ‘premium’ males with a love of the outdoors. However, the picture is changing slightly: “What we have noticed,” he says, “is that, thanks to our value proposition, we are seeing new customers join us as both they and our existing customers continue to warm to our values.”

In the UK, Timberland’s ecological viewpoint is certainly resonating with the consumer. The company spent over £1.3M in the UK last year on advertising its values and this it seems is really starting to take traction with the customer.

Of course, the customer’s attitude to shopping is changing. “I think it is fair to say that what has remained consistent with our brand is the quality and rugged durability of our product and that is something that people will always look for” continues Lynskey.
“What we do see is that lean towards environmentally-conscious brands, which is a position that we have held for many years.”

Indeed, Timberland has recently announced the latest in a long line of eco-conscious products and a new addition to its Earthkeepers range, the Earthkeepers 2.0; this boot has been designed to be disassembled and recycled, rather than discarded, at the end of its product life.

For the full article please see the RLI September 09 issue