On March 7, Royal Robbins opened its first retail store in downtown Boston located at 304 Newbury Street. The 1,000 square-foot store is located in Boston’s Back Bay and down the street from its sister brand, Fjällräven.
Under the direction of its parent company Fenix Outdoor, Royal Robbins has accelerated its retail expansion plan to give it a broader platform for the brand’s presentation. Its Boston storefront comes on the heels of the June opening of Royal Robbins’ first retail location in Denver, CO. Royal Robbins will open a storefront in downtown Seattle in April 2021.
“Boston is a natural fit for Royal Robbins,” said Michael Millenacker, CEO, Royal Robbins. “We have always had a strong customer base in New England, and we are excited to open a store in the heart of Newbury Street. We look forward to joining the Boston community and bringing our evolved brand aesthetic to life through our assortment of sustainable, versatile outdoor apparel.”
The Boston store was designed to offer customers a curated selection of apparel and accessories with an environment centered around the community.
Royal Robbins customers will be able to order online and pick up merchandise in-store. They will also will be able to try apparel in-store and have items shipped directly to their home. “We want to offer our customers a true omnichannel experience,” Millenacker continued.
