- New store at 550 Broadway in SoHo brings 50 years of the brand’s work and outdoor heritage to life.
- Brand invites consumers to participate like never before with exclusive hike excursions, community workshops, elevated customization, and more.
March 10, 2023, New Hampshire – Continuing a year-long celebration of The Original Timberland® Boot – a design that 50 years ago cemented the tree logo as a hallmark of innovation, durability, craftsmanship, and purpose - Timberland today opens the doors to a new global flagship store that offers New Yorkers unique experiences and services rooted in the brand’s work and outdoor heritage. The new store at 550 Broadway pays ultimate tribute to the communities that helped make Timberland the brand it is today, and invites consumers to participate in shaping the brand’s future.
At the same time, Timberland is excited to launch the brand’s first US-based membership program, Community, across all stores and online. Consumers are encouraged to sign up free of charge via timberland.com to unlock benefits such as early access to products and sales, in-store boot cleaning, free standard shipping, birthday discounts and more.
The new store at 550 Broadway takes Community to a whole new level. Highlighting the program is free on-site product customization and personalization—such as laser etching, heat pressing, and embroidery—on any consumer purchases. This takes place in a dedicated space at the back of the store called The Shed—a spinoff of Timberland’s exclusive prototyping lab and maker space at their global headquarters in New Hampshire. Members can also visit the store for boot cleaning and repair services as well as always-on programming including workshops with local community business owners and authenticators, styling sessions, guided hiking excursions, and more.
Timberland pulled from its rich brand history to create a space where consumers can feel inspired and equipped to step outside, work hard together, and move the world forward. The material palette embraces the brand’s work and outdoor heritage, which combine to create the distinctive Timberland lifestyle. Bold metal fixtures throughout are inspired by NYC scaffolding while white oak and Oriented Strand Board (OSB) wood panels help soften the environment. Original brick walls from 1850 were uncovered during demolition, kept intact, and left uncovered to preserve and honor 550 Broadway’s celebrated place in retail. Timberland’s iconic wheat and Timberland PRO safety orange colorways take center stage throughout the 3,254-square-foot space, and a custom ceiling grid system offers the ultimate flexibility for evolving business needs, brand activations, and seasonal transitions.
“Timberland may be a New England brand, but we consider New York City to be our second home,” said Tracy Smith, Vice President and General Manager of Timberland, Americas. “Stepping inside the 550 store, consumers will be fully immersed in all aspects of Timberland’s outdoor and work heritage. Driving a strong phy-gital retail presence in key cities is a key business priority for Timberland. And New York City is arguably the most important city in the world for us. We wouldn’t be the iconic brand we are today if it weren’t for New Yorkers.”
The store will offer a full range of footwear for men, women, and kids, as well as apparel and accessories for men and women. Collections will span across outdoor, workwear (through the Timberland PRO category), and lifestyle. The new location will also carry exclusive, limited-edition and collaboration drops.
As part of Timberland’s vision for a greener future, the teams worked to integrate sustainability into all areas of the build, always designing with end-of-life in mind. The brand’s Timberloop™ circular design platform, which takes back and refurbishes worn Timberland items for resale, has its drop box placed prominently within the store. For items that are beyond repair, Timberland will re-use as many elements as possible (e.g., buttons, zippers) and recycle the rest to prevent them ending up in a landfill. As reward for returning worn items, consumers receive 20% off their purchase in-store or on timberland.com.
Responsible design elements in the space include: Hans Boodt mannequins that were 3D-printed using Poly Lactic Acid, a bio-based material made from cornstarch; OSB wood panels made of 100% recycled material; white oak made of 90% recycled wood; all metal components made of recycled metal; 3D-printed plastic caps for tubes using recycled plastic; Zero-VOC paint products; and LED lighting throughout the store.
The new store, which was designed in partnership with The Rosie Lee Group, is located at 550 Broadway in SoHo, New York City (between Prince and Spring Streets), and will be open Monday through Saturday 11AM-8PM and Sunday 12PM-7PM.
About Timberland
Timberland is a global outdoor and work inspired brandthat’s on a mission to inspire and equipconsumersto step outside, work hard together and move the world forward.Based in Stratham, New Hampshire, Timberland also has international headquarters in Stabio, Switzerland and Shanghai, China.Best knownfor the Original Timberland® Boot–the iconic yellow work bootintroduced in 1973 to take on the harsh elements of New England–Timberland today offers a full range of footwear, apparel, and accessories. The brand is widely recognized as the arbiter of boot culture.
At the heart of the Timberland® brand is a vision for a greener and more equitable future. This comes to life through a decades-long commitment to make products responsibly, protect the outdoors, and strengthen communities around the world.
Built for Adventure. Built for Impact. Built for the Bold.
To share in Timberland’s mission, visit a Timberland® store,timberland.comor follow @timberland or @timberlandpro.Timberland is a VF Corporation brand.