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Timberland has opened its first purpose-led flagship store in Europe, located at 5-7 Carnaby Street in London’s West End.

With living trees, a full height living green wall, and natural elements throughout, the 2,594 sq. ft space immerses visitors in the brand’s Creative Vision, which sits at the intersection of nature and fashion. The purpose-led space showcases a natural but urban materiality to bring nature into the city and encourage interaction and exploration. And powerful stories of eco-innovation showcase the brand’s commitment to a greener future.

CSR pillars throughout the store stand tall to empower the sustainability message, educating consumers on the recycled materials and responsible technologies used in the production of Timberland merchandise. Further sustainable elements of the store include a combination of recycled materials obtained from industrial leftovers with Bio-resin for mannequins.

Product collections span footwear, apparel and accessories for men, women and kids. A Design Your Own (DYO) station is also offered, for consumers to engage in designing their own version of the most iconic Timberland styles. 

Timberland recently launched its largest ever global campaign, Nature Needs Heroes, with a commitment to plant 50 million trees around the world by 2025 and a call to action for people everywhere to join the movement to be heroes for nature. Full-height digital screens in the store highlight the Nature Needs Heroes manifesto and real people making real change, while a central community table offers tangible and small actions that can make a big difference for our communities and planet. In London, the message focuses largely on urban greening.

“Carnaby Street is an iconic retail experience in London, and the perfect location for Timberland to reveal our new purpose-led retail store,” says Argu Secilmis, vice president of global marketing for Timberland. “This is where nature and fashion come together to create something fresh and bold in the marketplace. We are excited to engage with our community, immerse them in our brand experience, and build a movement together toward a greener future.”

The Carnaby Street flagship is one of three purpose-led stores opening around the globe this fall (others in Philadelphia, PA and New York, NY, USA), and will serve as the model for new store environments moving forward. 

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