Timberland, the shoemaker, has rolled out a concept store that will be completely overhauled and stocked with new products every six weeks to help enhance its customer service and the retail experience.
According to a report announcing the news, the new brick-and-mortar format will be located in a mall in Pennsylvania and will be called Timberland Tree Lab. The store will focus on telling stories and will showcase products in a gallery-type setting, which means sleek design elements and product displays that aren’t inundated with products and other things. There will also be a oversized Timberland table aimed at showcasing its brand.
In addition to shopping Timberland products at the brick-and-mortar location, the retail experience will increase through consumers being able to try craft beer and have water from a bottle that could be recycled and turned into shoelaces or linings for future Timberland shoes. The associates at the store will wear custom Tree Lab hoodies and will be available to connect with visitors should they have any customer service needs.
The first theme of the new store, noted the report, will be called Streetology and is being described by the company as “where style for city streets meets hidden technology that’s been tested and proven for long days (and nights) in the city.” It’s highlighting the company’s new men’s FlyRoam collection, noted the report.
In September, the store will morph into a female-focused theme dubbed SHEvolution, with the store entirely dedicated to women, and will showcase boots and shoes. A holiday themed one will come in 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, in the report.
In addition to Tree Lab, the company is gearing up to open flex retail stores around the country, starting in September.