Timberland opened the doors to its first specialty concept store – The Timberland Tree Lab. Located in the King of Prussia mall (PA), the experiential Tree Lab features curated product collections and brand stories in a gallery-style setting that will change every six weeks.
The store debuts with the theme Streetology – where city street style meets technology. Highlighting the launch will be the men’s FlyRoam collection as well as several new styles with SensorFlex comfort technology.
While testing the products in the Tree Lab, guests over 21 will be invited to sample a local craft beer from Tröegs Independent Brewing or enjoy a bottle of water that may one day be recycled into Timberland linings or shoelaces.
“A shopping experience today reflects a journey through a hyper-connected world that’s constantly seeking something new, and our stores need to deliver on that, every day,” said Kate Kibler, vice president of Timberland’s direct to consumer business in North America. “The Tree Lab is more than just a place to shop – everything a consumer experiences from the moment they enter has been designed to enhance their visit, expand their horizons, and leave them with a great memory to go along with that beautiful new pair of shoes.”
Following the Streetology installation, in late September Tree Lab will transform into SHEvolution. The store will be dedicated to women, with a curated selection of boots and shoes. On the heels of SHEvolution will be a holiday-themed installation, opening early November.
The brand plans to open a series of “flex retail” stores across the country, starting with a Mall of America location debuting on September 1. In addition, Timberland plans to open specialty stores in Stanford, CA at the Stanford Shopping Center on August 18 and in Portland, OR along popular Couch Street at the beginning of September.