German outerwear brand Jack Wolfskin opened its first store in the Netherlands in Utrecht last week. The opening is part of the brand’s European growth strategy, with the Netherlands and Belgium serving as focus markets, Jack Wolfskin said in a press release. Jack Wolfskin Managing Director Richard Collier also said that more stores can be expected in the “growth market” Netherlands: “The Dutch population consists largely of outdoor sports enthusiasts and appreciate quality, innovative and sustainable design.[…] That’s all our brand stands for.”
The 170 square meter store is part of the brand’s rebranding, which was announced back in January under the name “We Live to Discover”. With this, the brand wants to emphasize the connection with nature. They also wanted to modernize their production techniques to achieve “the highest standard of technology, design and sustainability”.
In line with this rebranding, the brand hopes the new store will become a place to spark conversations about outdoor activities and raise awareness of its importance. For example, it creates a space where consumers can “connect with other sports enthusiasts and share their stories and future adventures.”
Sustainability was also taken into account in the interior design of the store: fabrics made from plastic waste and mannequins made from papier-mâché and recycled plastic were used.
This translated post previously appeared on FashionUnited.nl.