The North Face Opens SoHo Store

The North Face announced a new global retail strategy, beginning with the opening of a new store in the historic SoHo neighborhood of Manhattan on Friday, August 9. Through the refreshed retail strategy, the brand said it will transform its existing locations into “basecamps for exploration,” and evolve The North Face retail environment “to a space that feels more like the brand and less like a store.”

The SoHo location and all new stores moving forward will feature FSC certified reclaimed wood, steel, granite and low VOC paints. The environments are purposefully designed for longevity and to avoid the need for wasteful refurbishing throughout the years.

“Our stores will continue to offer a convenient and seamless shopping experience, but it is no longer the sole mission of the store,” said Mark Parker, vice president of direct to consumer. “We’re now focused on creating an environment that highlights our heritage and allows consumers to deeply connect with the brand as they prepare for their own exploration, wherever it may be.”

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Elements of the retail space include a museum-like archive of The North Face athlete expeditions and significant icon products, a “signature Half Dome scent” meant to transport customers to the outdoors, alongside the sales team known as “guides,” equipped to offer gear and exploration recommendations tailored to local adventures. 

The 8,000 square foot store is the first of a number of planned updates to the brand’s locations globally, including Seattle and Cherry Hill, N.J., in the coming weeks, as well as locations in Europe later this fall. The North Face is committed to refreshing the majority of its fleet of stores by the end of 2024, said the brand.

The North Face’s new SoHo location is located at 584 Broadway in New York.

Photo Credit: The North Face/Sasha Turrentine