Timberland’s Tree Lab store in the King of Prussia mall in Pennsylvania is looking to keep shoppers engaged and coming back by continually giving them something new. The brand announced plans to revamp the store and its inventory every 6 weeks.
The first collection, called Streetology, focuses on versatile style with hidden performance technology. In six weeks, it shifts to an entirely women-themed collection, SHEvolution, followed by a holiday-themed collection.
In its announcement, Timberland, owned by VF Corp., says the new format is an attempt to connect with shoppers who are “constantly seeking something new, and our stores need to deliver on that, every day,” says Kate Kibler, VP/direct to consumer business in North America, in the release. “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.”
In its most recent results, released last month, VF says Timberland’s revenues returned to growth, rising 3%, and that it expects growth in the low single digits for the full year.