The North Face to Expand Retail Presence with Over 70 New Stores Across North America
The North Face Plans Brick-and-Mortar Expansion and Omnichannel Strategy
Fashion and outdoor retail brand The North Face has announced its plans for expansion over the next five years. According to a press release emailed to Retail Dive, the company aims to open more than 70 stores in North America and an additional 300 retail and partner locations internationally.
To enhance the retail experience, the new stores will feature a movable point-of-sale area, allowing for transformations of the store for community, outdoor education, and athlete events. These locations will also facilitate various omnichannel services, such as buy online, pick-up in-store orders, and ship-from-store orders, to better serve customers.
In the coming year, The North Face plans to open stores in London's Battersea; Garmisch, Germany; Minnetonka, Minnesota; Wauwatosa, Wisconsin; Indianapolis, Indiana, and multiple other locations.
The brand's expansion efforts are the result of its long-term strategic planning. In 2019, The North Face introduced its experiential store concept in New York City, a 8,000-square-foot location crafted from sustainable materials. The company aims to have most of its storefronts revamped by 2024.
The North Face has also embarked on several retail openings this year, including locations in China, Germany, and the United States. The brand expects its international store openings and renovation projects to be completed within the next five years.
Jason Thomas, The North Face's senior director of retail, commented, "As consumers desire both physical and digital engagement with The North Face, we aim to create consistent and welcoming experiences across all our retail locations for both new and experienced adventurers."
In addition to its physical retail expansion, The North Face has expressed interest in sustainable and circular design. Earlier this month, the brand unveiled 20 circular design styles crafted with single-fiber construction and trim. The brand also plans to triple its revenue from hiking, trail, active, and footwear products.
These developments coincide with broader trends in the retail and athletic wear industries. The North American athletic wear market is projected to grow substantially due to increased health and fitness consciousness, innovative materials, and sustainable clothing trends. The use of technologies such as computer vision in retail may also be integrated into future retail strategies for companies like The North Face.
The brand's commitment to sustainability and its expansion plans indicate its intent to align with the growing consumer preferences and adapt to the competitive retail landscape.
- The North Face's senior director of retail, Jason Thomas, stated, "As consumers desire both physical and digital engagement with The North Face, we aim to create consistent and welcoming experiences across all our retail locations for both new and experienced adventurers."
- In an effort to enhance the retail experience, the new stores of The North Face will feature a movable point-of-sale area, allowing for transformations of the store for community, outdoor education, and athlete events.
- The North Face has also expressed interest in sustainable and circular design, with plans to triple its revenue from hiking, trail, active, and footwear products, and the recent unveiling of 20 circular design styles crafted with single-fiber construction and trim.
