The North Face launches new retail store in UK
The North Face®, the world’s premier supplier of authentic, innovative and technically advanced outdoor apparel, equipment and footwear, today announced the upcoming launch of a new flagship store in one of England’s major commercial centers: the city of Birmingham.
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For Immediate Release, 08 October 2008: The North FaceÂ®, the world’s premier supplier of authentic, innovative and technically advanced outdoor apparel, equipment and footwear, today announced the upcoming launch of a new flagship store in one of England’s major commercial centers: the city of Birmingham. The new store marks the fifth The North FaceÂ® retail store to open in the EMEA (Europe, Middle East and Africa) region in 2008 to-date.
Once a powerhouse of the industrial revolution, Birmingham has emerged as a critical national commercial center and is increasingly recognized as one of the premier shopping destinations in Europe. Located in the historic heart of the city, the revamped Bullring Shopping Centre is a dramatic addition to Birmingham’s architectural renaissance, and a celebration of contemporary design. On Thursday, October 9, The North FaceÂ® will join the diverse selection of world-class retail stores in the Bullring, recognized as the busiest shopping center in the United Kingdom.
â€œThe Bullring store will finally give The North FaceÂ® the opportunity to showcase the entire product portfolio to people in the Birmingham area,â€ says Patrik Frisk, VP/General Manager of The North FaceÂ® EMEA. â€œThe Bullring has proven itself as one of the top performing destination malls in the UK with a perfect location in downtown Birminghamâ€.
The new store will be located on the middle level of the Bullring, close to the popular Selfridges department store. The fourth dedicated retail shop for The North FaceÂ® in the UK, the new Birmingham store will incorporate the brand’s updated retail design scheme, featuring a blend of nature and innovation, with a contemporary, industrial feel. Over 220 square meters will engage customers with a point-of-view merchandising theme, allowing them to discover the brand and its technical highlights. Oiled oak floors set the stage for huge inspirational graphics, raw iron display racks, and bright accents in the brand’s signature red hue.
â€œDuring its initial season, the new Birmingham store will highlight marquee items from The North FaceÂ® Fall 2008 product line, including items from the Summit Seriesâ„¢, Crypticâ„¢ and Endurance collections,â€ explains Francesca Pozzi, Retail Director for The North FaceÂ® EMEA. The apparel, footwear and equipment of the Endurance collection help ultra-distance athletes to challenge their own perceived boundaries and achieve their goals, even in inclement weather. The Cryptic collections blends advanced technologies and progressive style for skiers and snowboarders who innovate with every turn. Lastly, the Summit Series features apparel and equipment designed to take the adventurer from base camp to the summit. The products of this collection represent the pinnacle of performance wear that can withstand the most extreme weather and terrain.
The fourth wholly owned The North Face retail store to open in the EMEA region to-date, the Birmingham store brings the total number of The North FaceÂ® retail stores in the region, both partnership and owned, to 37. Retail continues to be an important strategic initiative for the brand, and more store launches are planned within year end.
About The North FaceÂ®
The North Face, a division of VF Outdoor, Inc., was founded in 1968. Headquartered in San Leandro, California, the company offers the most technically advanced products in the market to accomplished climbers, mountaineers, snowsport athletes, endurance athletes, and explorers. The company’s products are sold in specialty mountaineering, backpacking, running, and snowsport retailers, premium-sporting goods retailers and major outdoor specialty retail chains. Additional information about The North FaceÂ® can be found on the company’s website, www.thenorthface.com.