Icebreaker recently signed a seven-year lease for its first New York
City location. The 2,500-square-foot SoHo store will be Icebreaker's flagship, and
located at 102 Wooster Street, between Spring and Prince Streets, across
the street from Patagonia's SoHo store.
The new TOUCH_LAB retail store will showcase the complete Icebreaker line from its Outdoor, Running, Cycling, Travel, Kids, Underwear and City collections, all made from handpicked merino wool born in the Southern Alps of New Zealand.
“More and more New Yorkers will soon discover Icebreaker's miracle fibre from New Zealand,” said Jeremy Moon, Icebreaker's founder and CEO. “Our TOUCH_LAB will allow us to showcase our freshest designs with savvy SoHo residents who are known connoisseurs of top-quality apparel.”
Moon added that New York City was chosen for Icebreaker's flagship store because of the rapid adoption of Icebreaker by New Yorkers through the company's online business and retailers Paragon and Eastern Mountain Sports.
The company said the neighborhood is home to a high concentration of healthy, fit shoppers that match Icebreaker's target demographic. These shoppers are known for being early adopters and setting trends. Icebreaker was also attracted to the neighborhood since there are a number of other outdoor retailers with stores in the area including Patagonia and The North Face, and Eastern Mountain Sports and REI (opening its New York flagship store in fall, 2011), both of which also sell Icebreaker. Architects for the Icebreaker SoHo Touch_Lab store are Adrian Nancekivell from Adrian Nancekivell Design, Auckland, New Zealand with Joseph Tarella from SawickiTarella Architecture & Design NYC.
The SoHo store will be the company's sixth TOUCH_LAB. Icebreaker has two TOUCH_LAB stores in North America, one in Montreal, Canada, and the other in Portland, Oregon, also the location of Icebreaker's U.S. headquarters.