The North Face has unveiled a five-year growth plan that will add up to 300 global retail and partner locations. As the VF Corporation-owned company expands its footprint, it also will update existing stores to align them with its refreshed approach — designing a retail environment that relays the “athlete-tested, expedition-proven” messaging of the outdoor brand.
An easily movable point-of-sale area will allow stores to change their layouts in order to create a more experiential shopping journey, which will be supplemented with community, education and athletic events. Stores also will beef up BOPIS and ship-from-store options to support omnichannel consumer journeys.
“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,” said Jason Thomas, Senior Director of Retail at The North Face 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.”
New North Face locations in 2022 include stores in Schaumburg, Ill.; Portland, Ore.; Hangzhou and Nanjing, China; and Stuttgart, Germany. Store openings in 2023 will include locations in Minnetonka, Minn.; Indianapolis; Wauwatosa, Wis.; London Battersea, UK and Garmisch, Germany.
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