The North Face has refreshed their global retail strategy and will open a new two-story 8,000 square foot store in SoHo aligned with it.
Aiming to connect further with consumers, the brand has taken the comments of their biggest fans into consideration and created a space where people can connect with the brand on a deeper level. Spaces for learning how to use equipment, explore new activities, get expert help from specialists, retrieve online orders and even standing fitting areas near racks are all new improvements offered.
In addition to these features, the store is built with sustainability in mind with FSC certified reclaimed wood, steel and granite. VOC paints are used and heritage pieces from its athletes are displayed throughout. Mark Parker, Vice President of Direct to Consumer had this to say:
"Our stores will continue to offer a convenient and seamless shopping experience, but it is no longer the sole mission of the store. 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 new location will open to the public on August 9 at 584 Broadway. TNF will host a private party on August 10 with custom duffel bags featuring artwork from Eric Haze, Adam Lucas and TNF athlete Renan Ozturk. Seattle and New Jersey will get revamped stores in the coming weeks followed by European locations in the fall. TNF expects that by 2024, all their major spaces will receive this upgrade. In related news, check out The North Face x HYKE Fall/Winter 2019 collection launching in September.
The North Face SoHo
New York, NY 10012
The North Face SoHo Store
UPDATE: All three artists were on hand alongside their work and patches were made by Adam Lucas and given out to attendees. Photos from the event on August 10 by Jessica Nash.