Timberland unveils new experiential store format
Timberland has opened a new concept store that will be completely transformed with a new theme and products every six weeks.
Called Timberland Tree Lab and located at King of Prussia mall, King of Prussia, Pa., the new store emphasizes storytelling and features curated product collections in a gallery-style setting. Sleek, angular design elements combine with minimalist product displays for a fresh and modern brand presentation. Fun displays, including an oversized, Timberland-style periodic table, casually reinforce the science of comfort behind the new technologies that go into the product on display.
While in the Tree Lab, shoppers can also sample a local craft beer (from Tröegs Independent Brewing) or enjoy a bottle of water that may one day be recycled into Timberland linings or shoelaces. The store associates, sporting custom Tree Lab hoodies, are on hand to connect visitors with everything from the latest style trends to local city events.
Tree Lab's opening theme is called Streetology, and is described as "where style for city streets meets hidden technology that's been tested and proven for long days (and nights) in the city." It showcases Timberland's new men's FlyRoam collection.
In late September, Tree Lab will be ramped with an installation called SHEvolution. The entire store will be dedicated to women, with a curated selection of boots and shoes. A holiday-themed installation will open in early November.
"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," said Kate Kibler, VP of Timberland's direct to consumer business in North America.
Tree Lab is one of several initiatives Timberland plans to introduce this fall. The brand also plans to open a series of "flex retail" stores across the country, starting with a Mall of America location debuting on Sept. 1. In addition, Timberland plans to open a specialty store in mid-August at the Stanford Shopping Center, Stanford, California, and one in the heart of Portland, Oregon, on Sept. 1.
Dick’s Sporting Goods in store openings
Dick's Sporting Goods will be busy in August, opening five stores in three different states.
The nation's largest sporting goods retailer will open two namesake stores and three Field & Stream stores in the first half of August. In Prosper, Texas, Dick's and Field & Stream will open under one roof at the Gates of Prosper. And in Houston, Dick's will open at Post Oak Shopping Center.
In other August openings, Field & Stream open at Cox Creek Shopping Center in Florence, Alabama, and at Town Center Commons, Kennesaw, Georgia.
With the grand opening of these new stores, Dick's will have 704 locations and 32 Field & Stream locations.
Golf superstore retailer continues to expand
PGA Tour Superstore is betting on Las Vegas.
The retailer has signed a lease to open its first store in the Las Vegas market, a 30,000-sq.-ft. space in downtown Summerlin.
The location, expected to open later this year, is the company's 31st store. It will be staffed with PGA teaching professionals, have five state-of-the-art swing simulators, multiple practice hitting bays, an expansive putting green and a junior putting green along with an in-house club-making and repair facility.
In addition, the store will also offer appointment-only fitting services in an interactive studio space.
“Las Vegas and Summerlin in particular represent a premier market for our expansion. As a truly thriving area for golf, this is an ideal place to introduce what we believe is the best experience in golf retail,” said PGA Tour Superstore president and CEO Dick Sullivan.
PGA Tour Superstore is operated by Golf & Tennis Pro Shop, a subsidiary of AMB Group, LLC, headquartered in Roswell, Ga.