Dive Brief:
- Continuing with its brick-and-mortar expansion plans, The North Face is opening more than 70 in North America and adding up to 300 retail and partner locations internationally over the next five years, according to an announcement emailed to Retail Dive.
- The stores will have a movable point-of-sale area to allow stores to be transformed for community, outdoor education and athlete events. The stores facilitate buy online, pick-up in-store orders, ship-from-store orders and other omnichannel shopping services the brand wants to test out, according to the press release.
- The brand plans to open more stores in London’s Battersea; Garmisch, Germany; Minnetonka, Minnesota; Wauwatosa, Wisconsin; Indianapolis, Indiana, and multiple other locations next year.
Dive Insight:
The North Face has been mapping out its expansion over the past few years. In 2019, the company announced its experiential store concept in New York City, an 8,000-square-foot location made with reclaimed wood, steel, granite and other sustainable materials. At that time, the company said it planned to have most of its storefronts revamped by 2024.
The North Face is adding new stores and retail partners after opening other locations this year in China, Germany and the U.S. The brand said it expects the international store openings and renovation projects to be finished in the next five years.
“As consumers want to engage with The North Face physically as well as digitally, we want to create consistent and welcoming experiences across all our retail locations for both new and established explorers,” Jason Thomas, The North Face’s senior director of retail, said in a statement. “This growth strategy will allow us to share our values and connect with customers on a deeper level in multiple different locations and touch points across the globe.”
In addition to growing its brick-and-mortar presence, The North Face also has big plans for its product assortment. Earlier this month, the brand unveiled 20 circular design styles made with single-fiber construction and trim that would make it easier to repurpose for new garments. During its September investor day event, Nicole Otto, global brand president of The North Face, said that the brand plans to triple its revenue from hiking, trail, active and footwear products.
