Today we were fortunate enough to be invited to a preview of the new Timberland flagship store on Regent St in London.  The brand are really cementing their position as an outdoor lifestyle label with a new one-off design concept.

Timberland have been on Regent St since 2008; the new redesigned 500 square meter store re-opens in September and has been specially designed to showcase the brand’s re-tuned, stylish identity and recognise this unique central London location.

We took the liberty of walking every inch of the store to really get a feel for what the brand was giving; now we were well aware that Timberland is what they call a lifestyle brand, however we were pleasantly surprised that alongside the brand’s famed footwear were jeans (cute ones too), jackets, shirts, etc!  The staff doing the customisations also had leather aprons on which we tried our absolute hardest to speech someone to hand one over; alas, it did not work.

The store is set across two stores, and stocks both men’s, women’s, and children’s collection. A dedicated footwear area and brand experience room allows shoppers to customise their purchases on site.  Customers can make their boots unique using studs, patches, and coloured laces – available everyday.  You can also plan your trip on the two days each week that the laser machine will be on-site to ‘tattoo’ initials an designs onto the leather.

And get this, once a month an artist in residence will be chosen to add their flair to Timberland’s designs and will include up-and-coming illustrators and graffiti artists.

“It’s been a great couple of years for Timberland, we have celebrated our 40th anniversary and with that milestone came the transition from outdoor performance to outdoor lifestyle brand. We’re more focussed on style than ever, and just as in-touch with our New England roots.  The new-look Regent St store celebrates this change and allows our customers to enjoy Timberland in a unique environment, designed to convey the complete brand experience.”  Timo Schmidt-Eisenhart, President of Timberland EMEA

You can visit the new re-designed store for yourself, 144 Regent St, London, W1B 5SQ.