The North Face has initiated its global retail strategy with the opening of a new store in Manhattan's SoHo neighbourhood.

The new store aims to provide a retail environment that feels more like a brand and less like a store.

The new 8000sqft venue is the first of a number of planned updates to the brand's locations globally, including Seattle and Cherry Hill, NJ, as well as locations in Europe later this year. The North Face is hoping to refresh the majority of its stores by the end of 2024.

“Our stores will continue to offer a convenient and seamless shopping experience, but it is no longer the sole mission of the store,” said VP of direct to consumer Mark Parker. "We’re now focused on creating an environment that highlights our heritage and allows consumers to deeply connect with the brand as they prepare for their own exploration, wherever it may be.”