Diamond Brand will kick off a busy fall Thursday, Sept. 25 with a celebration at the location of one of three new retail locations it expects to open in the Asheville, NC area in November.

Thursday’s celebration will occur from 4:00-6:30 p.m. at 1378 Hendersonville Road, Suite J, of Parkway Centre just off the Blue Ridge Parkway where Diamond Brand Outdoors – Asheville is scheduled to open in November.

Diamond Brand will relocate its main, 19,000-square-foot store to the new location, which while 4,000 square feet smaller features an better layout that will accommodate improved merchandising and experiential areas, including a display area where people can lie inside ENO hammocks,  a climbing wall where they can test gear and a platform where they can climb inside kayaks.

The groundbreaking will take place under the portico in front of the new store, which is located between The Fresh market and Liberty Bikes.

After decades of demand for the highly personalized shopping experience we offer at our local Diamond Brand stores, we are excited to create this new, invigorated, even more accessible space where shoppers will feel at ease and have fun discovering the full range of our products,” said Diamond Brand owner and COO John Delaloye. “As Asheville climbs higher on the radar for outdoor destinations, so do the expectations for outdoor apparel and gear.

In addition to the new store next to The Fresh Market, Diamond Brand is set to open two other new stores in Asheville this fall and holiday season. Diamond Brands is scheduled to open a 3,000-square-foot adventure boutique in the Aloft Hotel in downtown Asheville sometime in November as well as a 4,500-square-foot  Frugal Backpacker at the Westgate Shopping Center in West Asheville.  

Diamond Brand ‘s traces its origins to 1881, when the company was founded as a fur and feathers distributor. The company created the original Boy Scout pack in 1931 and continues to operate as an original equipment manufacturer of packs and other gear for a variety of clients.