The North Face Vice President of Direct to Consumer Mark Parker said in the announcement, “Our stores will continue to offer a convenient and seamless shopping experience, but it is no longer the sole mission of the store.” Parker continued, “We’re now focused on creating an environment that highlights our heritage and allows consumers to deeply connect with the brand as they prepare for their own exploration, wherever it may be.”
In the updated retail space, the company said, customers will “immediately feel The North Face heritage and experience the brand’s values.” Innovations include a Half Dome scent, which the company describes as “signature” and will transport shoppers to the great outdoors. At the same time, “guides” will help offer exploration and gear recommendations designed for local adventure. There will also be a “museum-like archive” of athlete expeditions as well as “significant icon products.”
The 8,000 square-foot-store is the first of multiple planned updates to locations for the brand, including Cherry Hill, New Jersey and Seattle, the company said. It is also “committed to refreshing the majority of its fleet of stores by the end of 2024” per the announcement. The company also noted that the new SoHo store and future locations will have FSC-certified reclaimed wood, granite, steel and low VOC paints. And, as for its new SoHo location, the company plans to mark its opening with an event that will showcase limited edition duffel bags created in conjunction with New York City artists.
Beyond The North Face, other outdoor apparel retailers are innovating with their brick-and-mortar stores. News surfaced last year that Canada Goose Holdings Inc. was introducing frigid rooms to help customers try out its $1,000 parkas. The spaces, which are inside some of its brick-and-mortar locations, let customers test out the jackets in frigid sub-zero temperatures. Staff assist customers in picking out coats and bringing them into the space.
With the help of in-store innovations and advice from staff, active outdoor apparel brands such as Canada Goose and North Face are turning stores into destinations instead of merely a place to stock up on gear before heading into the great outdoors.
