THE NORTH FACE OPENS FLAGSHIP STORE IN MILAN, ITALY

19 Jun 2008

The North Face today announced the opening of a new flagship store in the heart of Europe’s fashion capital, Milan. The Milan retail store—the third wholly owned The North Face® store in Europe—will open its doors to an eager public on 19 June 2008.

Both a fashionable milieu and an Alpine adventure base, Milan has long been considered the creative heart of Europe. “Milan has a unique energy—it’s one of the world’s great hubs of design and innovation,” offers Patrik Frisk, VP/General Manager for The North Face® EMEA (Europe, Middle East and Africa). “Milan’s dynamic environment is a perfect backdrop for a pioneering and boundary-pushing brand like The North Face®.”

The new store will be located in the city centre on Corso Vittorio Emanuele, in the shadow of the commanding gothic cathedral, the Duomo. The third wholly-owned shop for The North Face® in Europe, the Milan store will incorporate the brand’s updated retail design scheme, featuring a blend of nature and innovation, with a contemporary, industrial feel. Over 280 square meters of retail space on three levels will engage customers with a point-of-view merchandising theme. Concrete floors on the first level and natural wood floors above set the stage for huge inspirational graphics, raw iron and jatoba wood displays, and bright accents in the brand’s signature red hue.

The Milan retail store will launch with marquee items from The North Face® Endurance collection, designed for high-paced aerobic activities like endurance running and adventure racing. Also highlighted are products of the Expedition Essentials collection, designed for reaching high elevations and deep backcountry quickly and comfortably. “This unique ‘point of view’ presentation promotes a sense of exploration for our customers,” explains Francesca Pozzi, The North Face® Retail Director EMEA, “allowing them to discover the brand and technical highlights throughout the store.”

The Milan store marks the second retail store for The North Face® to open in 2008 in the EMEA region. Retail stores continue to be an important strategic initiative for the brand, and more store launches are planned for the coming semester.

For more information check out www.thenorthface.com