Timberland's Social Message

Timberland Co. (Stratham, N.H.) has opened a new prototype store in Freehold, N.J., designed in partnership with FRCH Design Worldwide (Cincinnati).

The store, says the active-outdoors-apparel retailer, “seeks to highlight the inspirational power of two incredible forces — the outdoors and the world that 'could be'should social justice prevail..”

According to the company, design features, such as refined and idealized versions of natural materials, visually transport consumers from the indoors to the outdoors. “When the consumer makes the journey into the new store,” said John Pazzani, vp consumer direct, “we want to make the experience become relevant personally. One design goal was to highlight the ways in which consumers can engage in their world through the Timberland brand, either by connecting the consumer to a service opportunity or by the high-quality, rugged product that will help them experience the outdoors.”

“Materials used within the store bring the brand to life,” said Bevan Bloemendaal, senior director of visual merchandising, “emphasizing brand attributes of social justice, craftsmanship and the outdoors. Among the natural materials used are bamboo for the flooring, reclaimed wood and amber glass at the service counter, compressed rainforest nuts for the shelving and stacked stone (along with frosted glass and mirror) in the fitting rooms.

The Timberland Company makes and markets men's, women's and kids'footwear under the Timberland brand name along with apparel (outerwear, shirts, pants) and accessories, including sunglasses, watches, and belts. It operates nearly 200 company-owned and franchised stores in Asia, Europe, Latin America and the U.S., and sells worldwide in department and athletic stores.