Timberland has opened its new store at the prestigious Unter den Linden 16 address in Berlin.
The new sales area covers around 141.5 square meters and replaces the previous location on Friedrichstrasse, which was closed on March 14th. The entire team has already moved to the new location, the brand, which belongs to the US fashion group VF Corporation, announced on Tuesday. The store concept combines “robust durability with sophisticated, contemporary design” and uses authentic materials such as oak, leather and concrete to emphasize the brand pillars of craftsmanship and nature.
“Berlin plays a central role in our key city strategy for the brand in EMEA, as the city offers significant cultural relevance and a strong connection with our target audience,” said Benjamin Tetard, Timberland Europe, Middle East and Africa (EMEA) Head of Marketplace.
According to Tetard, the new format also makes it possible to “present the entire breadth of our shoe and clothing range” and thus increase the customer experience through improved navigation.
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