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Timberland Revamps Regent Street Flagship

The label has made initiatives to position itself as a lifestyle brand.

REGENT STREET REVAMP: Timberland has renovated its Regent street flagship store in London and unveiled its new look on Wednesday. The label, which opened the Regent Street store in 2008, has made initiatives to position itself as a lifestyle brand.

“I think we’ve given ourselves the ability to show that Timberland has moved on, we’re not just purely a workman’s company, not a hiking boot company, we’re really an outdoor lifestyle company,” vice president of European retail Mike Connell told WWD. “We’ve clearly identified our target consumer and, as outdoor [people], to them the outdoors can be just outside their front door. I think what we’ve done here really speaks to that — to both our heritage and to that outdoor lifestyle.”

Set over two floors, the 5,382-square-foot venue will carry the full men’s, women’s and children’s collections, and dedicated a footwear area. A brand experience room for bespoke customizations will be where shoppers can add studs, patches and colored laces.

The store features repurposed construction design elements, which includes wooden floor paneling, reclaimed wood tables, vintage lamps and leather seating. Brand messages and social media signs adorn the walls with various fixtures including rustic crates and knotted ropes — all sourced from the label’s birthplace in New Hampshire.

The venue will also play host to artists once a month and will feature emerging illustrators and graffiti artists including North London-based painter Ryan Orme and digital print artist Elena Boils.

Later this year, Timberland plans to open five more franchise stores in the U.K., which it considers one of its strongest markets, with Italy its biggest market. “We have four new locations opening on the continent, mostly in Germany, and then next year we’ve got a pretty significant double-digit store opening plan,” said Connell.

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