After growing to a global footprint of some 260 stores, including 16 full-priced branded stores and 41 outlets, Timberland is striking out to blaze a new trail at retail with two new initiatives: a “flex retail” concept to pop-up stores where and when its customers need them and a new experiential concept store called TreeLAB. Speaking to the need for retail innovation and how Timberland is addressing it, Kate Kibler, Timberland’s vice president of direct-to-consumer retail, said, “The thing with retail today is every store shouldn’t be the same. This is a new day.”She stresses that retail concepts need to continually evolve and Timberland is answering that need. For Timberland flex retail is fast pop-up stores focused on local market needsTimberland’s new “flex retail” pop-up concept launched first in Bloomington, MN Mall of America as a pop-up store early in September, followed by locations in Atlanta, Detroit, Long Island and Quuens, NY. “Our ‘flex retail’ stores are about being fast and light and being there for the consumer when they need us,” Kibler explained.

Source: Forbes September 22, 2017 19:52 UTC