Timberland will open a new brand store on lower Broadway in New York City’s SoHo district on Friday, Feb. 13, 2009.


“This new store opening is part of an integrated strategy to expand Timberland’s presence in key global markets like New York and London, through retail development, marketing and community engagement,” said Theresa Palermo, senior director of marketing, Timberland North America. “Having a store on lower Broadway gives us a hub to tell our brand story in the New York area and support all of the places where consumers shop for Timberland, including specialty retail stores, outlet stores and wholesale accounts. It’s about creating a brand experience.” 


As part of this development strategy, Timberland will amp up its marketing in metro New York this year, with consumer-facing events, traditional advertising such as television, print and out-of-home and new online and mobile media applications designed to reach today’s younger, electronically-connected consumer.  In addition, in line with Timberland’s commitment to preserving the environment for future generations, the company will be partnering with key community organizations to assist with the city’s re-greening efforts.


The new 2,000 square foot Timberland store is located at 474 Broadway, between Broome and Grand Streets, and incorporates salvaged industrial elements with a modern, sustainable aesthetic. In addition to seasonal assortments of footwear, apparel and accessories, the store will periodically feature exclusive or limited collections.


“Our new store at 474 Broadway follows a marketplace-inspired retail model we have used around the world to showcase new men’s, women’s and kids’ footwear and apparel,” said Gene McCarthy, co-president, Timberland.  “This open, flowing store plan has been very successful in Timberland’s Milan flagship store, as well as Boston area stores, and allows consumers to comfortably, organically interact with the brand in a more environmentally responsible space.”


The company has employed green building practices and materials to reduce the store’s footprint on the environment, including the use of materials salvaged or reclaimed from previous occupants. “In addition to the environmental benefits of using reclaimed materials, we also feel it’s important to preserve the rich character of this historic building,” said John Trott, vice president of consumer direct, Timberland North America.  “We’ve worked closely with the Landmark Commission to keep the story of this space alive, while also creating an engaging and contemporary shopping environment for our consumers.”


In line with SoHo’s history as the cast iron district of New York, the original cast iron storefront has been restored and exposed, and many display tables feature reclaimed cast iron legs.  Floors and wood fixturing are made from 100% reclaimed wood.  To communicate these efforts to consumers in-store, fixtures carry “Recycled”, “Salvaged” and “Sustainable” metal or leather tags to explain the history behind the materials.  In addition, the store features energy-efficient lighting, a more eco-conscious HVAC system (using non-chlorofluorocarbon-based refrigerants) and wall paints and sealants containing reduced chemicals.