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Fulfilling its business strategy to increase its presence in the Northeast, Eastern Mountain Sports, one of the nation’s leading outdoor specialty retailers, today announced it will open a new, flagship location in the Boston market in May. Located in the heart of Harvard Square in Cambridge, Mass., this store will showcase Eastern Mountain Sports’ new store design. The format will feature a larger selection of outdoor apparel and gear, as well as visuals designed to enhance and streamline the shopping experience.
â€œThe Boston market is an important part of our strategy to evolve the Eastern Mountain Sports brand,â€ said Scott Barrett, vice president and chief marketing officer of Eastern Mountain Sports. â€œHarvard Square is in a vibrant part of the city, catering to an energetic consumer who is clearly interested in outdoor pursuits. As we execute our business plan of building the brand and reaching out to younger consumers, this location is a clear milestone in achieving our goal.â€
The Harvard Square location, 15,000 square feet, is located at One Brattle Square in Cambridge, directly adjacent to the Harvard Square T station. In addition to having a solid selection of Eastern Mountain Sports brand gear and apparel, including its best-selling base layer TechwickÂ®, the store will offer a wide range of respected outdoor brands including Gramicci, Hind, Kelty, Merrell, MSR, Mountain Hardwear, Nalgene and The North Face. The store staff, referred to as â€œguides,â€ are experts in a variety of outdoor activities and provide expertise regarding product, as well as outdoor adventures. Hosting regular in-store activities such bike maintenance, backpacking and family camping clinics, store management has specific plans to become an integral part of the community.
Founded in 1967 by two New England rock climbers and based in Peterborough, N.H., Eastern Mountain Sports is one of the nation’s leading outfitters of outdoor gear, clothing, footwear and accessories with 69 retail stores in 12 states. Eastern Mountain Sports designs and sells products for outdoor adventurers who participate in a variety of sports, such as mountaineering, backpacking, camping, hiking, adventure racing, climbing, kayaking, mountain biking and snow sports. Eastern Mountain Sports product and technology is tested by its product development and quality assurance teams in conjunction with the Eastern Mountain Sports Climbing, Kayaking and Ski Schools. More information is available at www.ems.com.