The North Face
23 Jun. 2010
THE NORTH FACE OPENS NEW FLAGSHIP STORE IN BERLINOutdoor retailer The North Face, which operates seven stores in Germany, including a store at the Alexa shopping mall in Berlin-Mitte, has added a second Berlin unit at Kurfurstendamm 219 in Charlottenburg.
The two-level, 300-sq.-meter flagship store offers the full range of apparel and performance goods and is the company’s biggest store in Europe to date.
“The German market still holds big potential,” said Timo Schmidt-Eisenhart, Vice President and General Manager The North Face, EMEA. “Germany is a very authentic market; the customers are quite quality-conscious, loving technical details and seeking innovation. We intend to triple our turnover here in the next three to five years,“ he added.
To promote the new store, the VF Corp. brand unveiled an exclusive graphic campaign aimed at capturing the younger outdoor customer. It also fuses the city’s urban culture with the North Face’s outdoor image, and its images can be seen in a special limited edition T-Shirt and ad channels including flyers and posters.
Skipping the last edition of the Outdoor trade fair in Friedrichshafen, The North Face is set to be part of the fair again this July. “Outdoor and Ispo are definitely two very important platforms in this market to be present at and the reason to be back soon. Last time we just decided to take a break and invest our budgets firsthand in our customers and retail,” said Schmidt-Eisenhart. “We don’t want to water our heritage and outdoor image. Even though we bring in a fashion touch by prints, colors and details, all products are performance-linked. We never aim to become a fashion brand and also distribute very selective and not specific to fashion retailers.”
Francesca Pozzi, Vice President Retail VF Outdoor & Action Sport, said that in addition to a variety of shop-in-shops, there remain 49 monobrand stores Europe-wide and about 120 worldwide. Stores in London and Oslo will follow, as well as an additional 50 shop-in-shops in 2010.
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