Outdoor apparel brand The North Face is set to re-open its Sydney CBD store under a new format on August 29.
The store includes a double-height glazed facade, micro-tile screens both internally and externally facing George Street, as well as a new dedicated ‘Summit Series’ corner to launch in mid-September.
The North Face World Square location marks the first store opening under the new retail format since VF Corporation took back ownership of The North Face brand in the Australia and New Zealand region on July 1 this year.
The store covers 300 square metres of retail space, and includes other design elements such as wooden texture tiles, concrete finishes, brick walls, and raw concrete.
The North Face plans to open another two existing stores this year, including a new store in Doncaster in Melbourne next month and the refurbishing of its Bondi Junction, Sydney store in October.
The American-born business will then open another location in Chatswood Chase in 2025.
The latest opening in Sydney comes after The North Face recorded a 35 per cent sales growth in the Asia Pacific Region during the first quarter of FY25.
“We are excited to bring to market a retail experience that is globally consistent, but offers local relevance,” The North Face APAC VP and managing director Stone Dong.
“Our stores provide a balanced combination of authentic outdoor apparel and equipment, while also outfitting the needs for every day. We believe the innovative technology and elevated design of these stores will resonate well with the Australian and New Zealand consumer.”
Opening day celebrations this Thursday will include gifting the brand’s Jester Crossbody bag to the first 100 customers, with the bag also including a $20 pre-loaded travel card that can be used on public transport.
“We fundamentally believe in the benefits of going outdoors, and the wellbeing it brings,” The North Face AU/NZ general manager Paul Karis said. “Our new store will inspire people to unlock those benefits.
“We are excited to deliver this new customer experience to the market – a place you can go to get inspired and equipped to go exploring, whether it’s in your own backyard or the coldest, harshest places on the planet.”