STRATHAM, N.H., Aug. 3, 2017 /PRNewswire/ -- Global outdoor
lifestyle brand Timberland opened the doors today to its first
specialty concept store: The Timberland Tree Lab. Located in the
iconic King of Prussia mall (PA), the experiential Tree Lab
features carefully curated product collections and brand stories in
a gallery-style setting that will completely change every six
weeks. The Tree Lab debuts with the theme Streetology
-- where versatile style for city streets meets hidden
technology that's been tested and proven for long days (and nights)
in the city. Highlighting the Streetology launch will
be the new men's FlyRoam™ collection featuring the AeroCore™ energy
system, as well as several new styles featuring SensorFlex™ comfort
technology.
![](https://mma.prnewswire.com/media/541752/Timberland_Tree_Lab.jpg)
Upon entering the Tree Lab -- which is tagged by the brand's
signature tree logo followed by the word "Lab" -- guests will
immediately sense that this is something new from Timberland.
Sleek, angular design elements combine with minimalist product
displays for a fresh and modern brand presentation. Fun creative
executions, like an oversized, Timberland-style periodic table,
casually reinforce the science of comfort behind the new
technologies. While testing the products in the Tree Lab, guests
are invited to sample a local craft beer from Tröegs Independent
Brewing (ages 21+) or enjoy a bottle of water that may one day be
recycled into Timberland linings or shoelaces. And knowledgeable
store associates, sporting custom Tree Lab hoodies, are always
on-hand to help connect visitors to everything from the latest
style trends to local city events. Every detail, down to the
premium Tree Lab drawstring shopping bags, has been considered.
"A shopping experience today reflects a journey through a
hyper-connected world that's constantly seeking something new, and
our stores need to deliver on that, every day," said Kate Kibler, vice president of Timberland's
direct to consumer business in North
America. "The Tree Lab is more than just a place to shop --
everything a consumer experiences from the moment they enter has
been designed to enhance their visit, expand their horizons, and
leave them with a great memory to go along with that beautiful new
pair of shoes."
Following the Streetology installation, in late
September Tree Lab will transform
virtually overnight into SHEvolution. The entire store
will be dedicated to women, with a curated selection of boots and
shoes that offer everything she wants without giving up
anything. Feminine. Tough. Beautiful. Well-crafted.
Comfortable. On the heels of SHEvolution will be a
holiday-themed installation, opening early November.
Tree Lab – the first of its kind in the world -- is one of many
initiatives Timberland will introduce this fall as part of its
commitment to retail innovation and excellence. The brand plans to
open a series of "flex retail" stores across the country, starting
with a Mall of America location debuting on September 1st. In addition,
Timberland plans to open specialty stores in Stanford, CA at the Stanford Shopping Center
(8/18/17) and in the heart of Portland,
Oregon along popular Couch Street (9/1/17).
About Timberland
Timberland is a global leader in the design, manufacturing and
marketing of premium footwear, apparel and accessories for the
outdoor lifestyle. Best known for its original yellow boot
introduced in 1973, Timberland today outfits consumers from
toe-to-head, with versatile collections that reflect the brand's
rich heritage of craftsmanship, function and style. Timberland
markets lifestyle products under the Timberland® and
Timberland Boot Company® brands, and industrial footwear
and workwear under the Timberland PRO® brand. Its
products are sold throughout the world in leading department and
specialty stores as well as company-owned retail locations and
online. Timberland's dedication to making quality products is
matched by an unwavering commitment to environmental and social
responsibility – to make things better for its products, the
outdoors, and communities around the globe. To learn more about
Timberland, a brand of VF Corporation (NYSE: VFC), please visit
timberland.com or follow us along the modern trail @timberland.
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SOURCE Timberland