The North Face’s Newest Store Highlights Its Evolving Retail Strategy

Tim Denman
Editor in Chief
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Photo Credit: The North Face/Sasha Turrentine

The North Face is going live with its enhanced global retail strategy, beginning with the opening of a new store in the historic SoHo neighborhood of Manhattan. Through the refreshed retail strategy, the brand is transforming its existing locations into basecamps for exploration, aiming to create a stronger connection with consumers and evolve The North Face retail environment to a space that feels more like the brand and less like a store.

The North Face has designed its new stores to be as premium, long-lasting and sustainably built as the products it creates. 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 Mark Parker, VP, direct to consumer, The North Face. "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."

Customers will immediately feel The North Face heritage and experience the brand's values in the updated retail space. Elements include a museum-like archive of The North Face athlete expeditions and significant icon products, a signature half dome scent that will instantly transport customers to the outdoors, alongside the team known as "guides," equipped to offer gear and exploration recommendations tailored to local adventure. 

The 8,000 square foot store 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 fall. The North Face is committed to refreshing the majority of its fleet of stores by the end of 2024.