The North Face has opened its first new-concept store in Southeast Asia at Central Park Bangkok in partnership with local distributor Thai Outdoor Group (TOG).
The store adopts a new design approach based on the brand’s ‘Iconic Pattern of the Dome’ emphasising themes of strength, lightness and technical performance.
Set up as “an urban exploration-focused space”, the store combines outdoor performance products with lifestyle categories. The format includes updated visual merchandising and a simplified layout, part of the company’s effort to refresh its retail presence in Asia. The launch comes amid growing demand for outdoor and athleisure products in the region.
Thai Outdoor Group has also opened the first Southeast Asian store for Icebreaker, the New Zealand-founded outdoor apparel brand. The company distributes several brands in Thailand, including Gong Cha, Salomon and Dickies.
