Themed installations bring fresh and innovative brand experience to consumers

Tree Lab

STRATHAM, NH, AUGUST 3, 2017 – Global outdoor lifestyle brand Timberland opened the doors to its first specialty concept store: The Timberland Tree Lab. Located in the iconic King of Prussia mall (PA), the experiential Tree Lab features carefully curated product collections and brand stories in a gallery-style setting that will completely change every six weeks. The Tree Lab debuts with the theme Streetology—where versatile style for city streets meets hidden technology that’s been tested and proven for long days (and nights) in the city. Highlighting the Streetology launch will be the new men’s Flyroam™ collection featuring the AeroCore™ energy system, as well as several new styles featuring SensorFlex™ comfort technology.

Upon entering the Tree Lab -- which is tagged by the brand’s signature tree logo followed by the word “Lab” -- guests will immediately sense that this is something new from Timberland. Sleek, angular design elements combine with minimalist product displays for a fresh and modern brand presentation. Fun creative executions, like an oversized, Timberland-style periodic table, casually reinforce the science of comfort behind the new technologies. While testing the products in the Tree Lab, guests are invited to sample a local craft beer from Tröegs Independent Brewing (ages 21+) or enjoy a bottle of water that may one day be recycled into Timberland linings or shoelaces. And knowledgeable store associates, sporting custom Tree Lab hoodies, are always on-hand to help connect visitors to everything from the latest style trends to local city events. Every detail, down to the premium Tree Lab drawstring shopping bags, has been considered.

“A shopping experience today reflects a journey through a hyper-connected world that’s constantly seeking something new, and our stores need to deliver on that, every day,” said Kate Kibler, vice president of Timberland’s direct to consumer business in North America. “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.”

Following the Streetology installation, in late September Tree Lab will transform virtually overnight into SHEvolution. The entire store will be dedicated to women, with a curated selection of boots and shoes that offer everything she wants without giving up anything.  Feminine. Tough. Beautiful. Well-crafted. Comfortable. On the heels of SHEvolution will be a holiday-themed installation, opening early November.  

Tree Lab – the first of its kind in the world -- is one of many initiatives Timberland will introduce this fall as part of its commitment to retail innovation and excellence. The brand plans to open a series of “flex retail” stores across the country, starting with a Mall of America location debuting on September 1st.  In addition, Timberland plans to open specialty stores in Stanford, CA at the Stanford Shopping Center (8/18/17) and in the heart of Portland, Oregon along popular Couch Street (9/1/17). 


About Timberland

Timberland is a global leader in the design, manufacturing and marketing of premium footwear, apparel and accessories for the outdoor lifestyle. Best known for its original yellow boot introduced in 1973, Timberland today outfits consumers from toe-to-head, with versatile collections that reflect the brand’s rich heritage of craftsmanship, function and style. Timberland markets lifestyle products under the Timberland® and Timberland Boot Company® brands, and industrial footwear and workwear under the Timberland PRO® brand. Its products are sold throughout the world in leading department and specialty stores as well as company-owned retail locations and online. Timberland’s dedication to making quality products is matched by an unwavering commitment to environmental and social responsibility – to make things better for its products, the outdoors, and communities around the globe. To learn more about Timberland, a brand of VF Corporation (NYSE: VFC), please visit timberland.com or follow us along the modern trail @timberland.


For more information, please contact:
Nora Garrity | Timberland

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