August 12, 2019
The North Face is rolling out a new retail strategy, starting with the relaunch of its Soho store. The newly-opened 8,000-square-foot location at 584 Broadway replaces a now-closed smaller one at 139 Wooster St.
“Our stores will continue to offer a convenient and seamless shopping experience, but it is no longer the sole mission of the store,” said North Face VP Mark Parker. “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.”
The Soho location and all new stores moving forward will feature FSC certified reclaimed wood, steel, granite and low VOC paints, according to the North Face. The environments are purposefully designed for longevity, and to avoid the need for wasteful refurbishing throughout the years. The retailer plans to refresh all of its stores by 2024.
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