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The North Face ups the style stakes with new store

Outdoor brand The North Face cut the ribbon on a new store aimed at the more fashion-forward consumer on London’s Carnaby Street today (31 March).

The store is the VF Corporation-owned brand’s first in Europe that is dedicated solely to its “lifestyle” offering of clothing and accessories, which are aimed at urban consumers rather than mountaineers. It follows a successful pop-up in Seven Dials, Covent Garden, last year. 

As well as the main “Urban Exploration” lifestyle product line for men and women, the store features a new 18-piece Japanese-designed capsule collection.

Retail prices for the main collection range from £35 for caps to around £215 for a Nupste jacket, while the Japanese collection starts at £55 for a T-shirt and goes up to around £400 for a jacket.

The store will offer a number of exclusive drops, limited edition pieces and collaborations.

If it trades well, The North Face will look at rolling out the concept to other cities and countries in Europe. 

  • The North Face has promoted Kath Smith to vice president and general manager EMEA. Smith joined the brand in October 2015 as vice president sales EMEA. She will now lead the EMEA team from The North Face’s European headquarters in Stabio, Switzerland.




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