Timberland redesigns London flagship

Timberland has opened a new, one-off design concept in its Regent Street, London flagship store as part of the brands repositioning as an outdoor lifestyle label.

The new-look 500 square metre store, set across two floors, has been designed to showcase the brand’s new identity, and stocks the full men’s, women’s and children’s collections, with a dedicated footwear area and brand experience room, which will allow shoppers to customise their purchases on site.

Customers can make their boots unique using studs, patches and coloured laces available every day, or plan their trip on the two days each week that the laser machine will be on site to tattoo initials and designs onto the leather. Once a month an artist in residence will be chosen to add their flair to Timberland’s designs and will include up-and-coming illustrators and graffiti artists.

The store emphasis its birthplace roots from New Hampshire, USA with its interior, with all the elements in-store being handmade from the region to showcase the label’s sustainability, authenticity and heritage.

Commenting on the brand repositioning, Timberland EMEA president Timo Schmidt-Eisenhart, said: “It’s been a great couple of years for Timberland. We have celebrated our 40th anniversary and with that milestone came the transition from outdoor performance to outdoor lifestyle brand.

“We’re more focused on style than ever, and just as in-touch with our New England roots. The new-look Regent Street store celebrates this change and allows our customers to enjoy Timberland in a unique environment, designed to convey the complete brand experience.”

Images: Timberland Regent Street