Boot Brand To Start Overhaul In London

Timberland has announced that the launch of its London flagship will kick start the brand’s repositioning strategy, which will see it open an extra 100 extra stores and redevelop existing locations.

The 2,400sq ft space on Regent Street will unveil its updated look next month, designed to be the model on which a new brand experience is based worldwide.

As well as influencing the image of the other outlets that will be renovated or adapted from 2015, the flagship will also act as a blueprint for further retail expansion.

Details of the concept are being closely guarded, with the label’s vice president of sales, Mariano Alonso, only commenting that it will “present a very unique environment and will be completely bespoken”.

“[The] aim of this redesign is to communicate the consumer the whole brand’s re-tuned identity and evolution,” he added.

It follows two years of work by bosses at the American firm to transform Timberland into a lifestyle and leisure-driven label.

Known for its hard-wearing boots, which retail around £160, the company recently hired management talent from the likes of Nike and Camper.

Timberland also sells clothing, outerwear and accessories through its 700 outlets, franchises and e-commerce stores.

Exact locations of the 100 new shops, to be opened by the end of 2014, are yet to be announced. However, it has been revealed that they will be spread throughout Europe as well Turkey, Russia, South Africa and the Middle East.

Timberland will open its new global flagship store on Regent Street on 22nd August 2014.

Timberland Regent Street

144 Regent St,

Tel: 020 7494 9588

Timberland Spring/Summer 2014 Lookbook