Icebreaker will launch a “TOUCH_LAB” retail store in Portland,
Oregon, set to open doors in late November. The flagship store will
occupy over 2,600 square feet of store space at 1109 W Burnside Avenue,
in the Pearl District which includes several athletic, lifestyle, and
fashion brand stores including Adidas, Lucy, The North Face, Diesel,
Puma, and others.
The
new TOUCH_LAB retail store will showcase the complete Icebreaker brand
experience and its entire range of pure merino apparel. The Portland
TOUCH_LAB will open its doors in late November. An
invitational launch celebration will be held on Tuesday, December 4th.
“The first U.S. Icebreaker TOUCH_LAB gets our fresh ideas closer to our
customers.
It also enables our design team in Portland to test their ideas live.”
said Jeremy Moon, Icebreaker's founder and CEO. “For us, to succeed in
the U.S. means success globally, as it's the most influential outdoor
market. In other markets, we've seen great success with TOUCH_LABs,
leading to increased brand recognition and deeper connection with our
customers. This step is key in raising our brand awareness and
solidifying our design-driven position in the US market.”
Icebreaker
recently announced the integration of its U.S. sales, marketing, and
operations into its current global design studio offices at 1227 NW
Davis, also in Portland. The synergy of U.S.-based operations will lend
power to Icebreaker's recruitment drive, while allowing the design team
to get closer to the market and Icebreaker end-users.
