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Timberland store refresh marks transition to lifestyle brand

Timberland reopened its Regent Street store this week with a refreshed look that introduces customers to its new positioning as a lifestyle brand.

The revamped 5,381 sq ft store at 144 Regent Street, which had its official launch on September 3 following a month-long refit, showcases the brand’s full clothing categories across menswear, womenswear and kidswear, as well as its footwear offer for autumn 14.

Timberland’s vice president of retail for Europe, the Middle East and Africa Mike Connell told Drapers: “We want to introduce customers to the new Timberland. We still stand for quality and heritage and we’re known for our iconic yellow boot, but we have really moved the other lines on, particularly our women’s footwear and our men’s apparel. The new store shows off that lifestyle quality.”

The brand is looking to grow its clothing arm, which makes up 21% of sales, by approaching its 330 existing UK footwear stockists and presenting the collections through its retail stores.

The Regent Street shop is the first Timberland store in the world to have a ‘customisation station’ where shoppers can adapt their boots using studs and coloured laces. There is also a laser machine where customers can ‘tattoo’ initials and designs onto the leather.

The revamped shop fit is an evolution of Timberland’s ‘marketplace’ concept and features natural materials including wood beams, exposed brick work and metal finishes. Elements will be rolled out to other stores.

The move follows the acquisition of Timberland by US brand house VF Corporation in September 2011 for $2bn (£1.31bn).

VF International vice president and group president Karl Heinz Salzburger told Drapers Timberland was a “game changer” for the business, with the new shop fit signalling a relaunch of the brand. He added: “We don’t want to be a fashion brand. Fashions come and go - we are an outdoor-inspired lifestyle brand and we will stay true to our values and heritage.”

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