Activewear label The North Face has initiated its global retail strategy with the opening of a new store in Manhattan’s SoHo neighbourhood last Friday. 

The brand will transform its existing locations to create a stronger connection with consumers and evolve The North Face retail environment into a space that feels more like the brand and less like a store. 

The 8000sqft venue is the first of a number of planned updates to the brand’s locations globally, including Seattle and Cherry Hill, NJ in the coming weeks, as well as locations in Europe later this autumn. The North Face is aiming to refresh the majority of its fleet of stores by the end of 2024. 

The North Face set out to design a store to reflect its brand positioning as premium, long-lasting and sustainably built. The SoHo location and all new stores moving forward will feature FSC certified reclaimed wood, steel, granite and low VOC paints. The environments are purposefully designed for longevity and to avoid the need for wasteful refurbishing throughout the years.

“Our stores will continue to offer a convenient and seamless shopping experience, but it is no longer the sole mission of the store,” said VP of direct to consumer 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.”

Elements of the new space include a museum-like archive of The North Face athlete expeditions and significant products, a signature half dome scent, and a team of “guides”, equipped to offer gear and exploration recommendations tailored to local adventure.