Icebreaker Launches First USA TOUCH_LAB Retail Store in Portland

Icebreaker, the New Zealand-based manufacturer of pure merino nature clothing, announced today the launch of a retail TOUCH_LAB in Portland, Oregon, set to open doors in late November. The flagship store will occupy over 2,600 square feet of store space at 1109 W Burnside Avenue (at 11th), in the Pearl District upscale shopping neighborhood which includes several athletic, lifestyle, and fashion brand stores including Adidas, Lucy, The North Face, Diesel, Puma, and others.

In what marks another significant growth spurt for Icebreaker in the US and globally, the new TOUCH_LAB retail store will showcase the complete Icebreaker brand experience and its entire range of pure merino apparel.

“The first U.S. Icebreaker TOUCH_LAB gets our fresh ideas closer to our customers. It also enables our design team in Portland to test their ideas live.” said Jeremy Moon, Icebreaker’s founder and CEO. “For us, to succeed in the U.S. means success globally, as it’s the most influential outdoor market. In other markets, we’ve seen great success with TOUCH_LABs, leading to increased brand recognition and deeper connection with our customers. This step is key in raising our brand awareness and solidifying our design-driven position in the US market.”

Icebreaker recently announced the integration of its U.S. sales, marketing, and operations into its current global design studio offices at 1227 NW Davis, also in Portland. The synergy of U.S.-based operations will lend power to Icebreaker’s recruitment drive, while allowing the design team to get closer to the market and Icebreaker end-users.

The Portland TOUCH_LAB will open its doors in late November. An invitational launch celebration will be held on Tuesday, December 4th.

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About Icebreaker
Icebreaker was the first company in the world to develop a merino wool layering system for the outdoors, and launched the category in 1994. Icebreaker was also the first outdoor apparel company in the world to source merino direct from growers, pioneering the process in 1997. There are now ten distinct pure merino fabrics in the Icebreaker system covering underwear, mid layer, and outerwear. Icebreaker is currently distributed to nearly 2000 stores in 24 countries throughout Europe, Asia, Australasia, and North America. Based in Wellington, New Zealand Icebreaker uses only pure merino hand-picked from 120 high stations scattered among the country’s Southern Alps to create exotic outdoor clothing that combines nature’s work with human technology and design. To locate an Icebreaker dealer and to view ranges and styles, log on to: http//:www.icebreaker.com. For further information contact Alycia Cavadi 617/262.5559 or alycia@momentummediapr.com.