Timberland Introduces New “Tree Lab” Specialty Concept Store

Stratham, N.H. — On August 3, 2017, global outdoor lifestyle brand Timberland opened its first specialty concept store: The Timberland Tree Lab. Located in the King of Prussia Mall in King of Prussia, Pa., the experiential Tree Lab features carefully curated product collections and brand stories in a gallery-style setting that will completely change every 6 weeks.

The Tree Lab debuts with the theme Streetology — where versatile style for city streets meets hidden technology that's been tested and proven for long days (and nights) in the city. Highlighting the Streetology launch will be the new men's FlyRoam™ collection featuring the AeroCore™ energy system, as well as several new styles featuring SensorFlex™ comfort technology.

Upon entering the Tree Lab, guests will notice sleek, angular design elements that combine with minimalist product displays for a fresh and modern brand presentation. Fun creative executions, like an oversized, Timberland-style periodic table, casually reinforce the science of comfort behind the new technologies. While testing the products in the Tree Lab, guests are 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," says Kate Kibler, vice president of Timberland's direct to consumer business in North America.

Following the Streetology installation, in late September Tree Lab will transform virtually overnight into SHEvolution. The entire 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.

Tree Lab — the first of its kind in the world — is one of many initiatives Timberland will introduce this fall as part of its commitment to retail innovation and excellence. 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 Bloomington, Minn. In addition, Timberland plans to open specialty stores in Stanford, Calif., at the Stanford Shopping Center (8/18/17) and in the heart of Portland, Ore., along popular Couch Street (9/1/17).

Timberland is a global leader in the design, manufacturing and marketing of premium footwear, apparel and accessories for the outdoor lifestyle. Its products are sold throughout the world in leading department and specialty stores as well as company-owned retail locations and online. To learn more about Timberland, a brand of VF Corporation, visit timberland.com.

SOURCE: Timberland

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