Timberland prepares to open global store in London’s

Lifestyle brand Timberland is preparing to reopen its 220 square meter global

flagship store in London's Regent Street on August 22, after redesigning its store concept.

“The London’s global store will be the first worldwide flagship designed in order to convey a complete new brand experience,” said Mariano Alonso, VP sales Timberland EMEA to Sportswear International. “It will present a very unique environment and will be completely bespoken.”

“It will also influence the image of the other stores that will be either renovated or adapted from 2015 on in order to reflect the new direction of this one. Aim of this redesign is to show a unique store experience and communicate the consumer the whole brand’s re-tuned identity and evolution.”

Over the past two years, the American label have been bust transforming itself into a fully-fledged lifestyle and leisure focused label, whilst remaining faithful to the brands DNA.

“From its authentic yellow boot heritage, for instance, it has been evolving toward new shoe models and vulcanized rubber sneakers that maintain typical elements...but also new shoe silhouettes, lightweight materials and new material mixes such as leather, fabric, and contrasting color pipings,” added Alonso, who joined the company this April after working for labels such as Nike and Camper.

Timberland aims to open roughly 100 new stores by the end of 2014, with focus on expanding in Europe as well as sectors such as Turkey, Russia, South Africa and the Middle East.