Timberland celebrates “community” with new SoHo flagship

Marianne Wilson
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Timberland has taken its in-store brand experience to a new level as it launches its first-ever U.S. membership program.

The company, which is celebrating the 50th anniversary of its iconic boot this year, has opened a 3,524-sq.-ft. flagship in New York City’s SoHo neighborhood that offers unique experiences and services rooted in the brand’s work and outdoor heritage. The store offers full range of footwear for men, women, and kids, as well as apparel and accessories for men and women and exclusive, limited-edition and collaboration drops.

One of the key features of the new Timberland is a dedicated space at the back of the store, The Shed, where customers who sign up for the brand’s new membership program, called Community, can have their purchase personalized, with services including laser etching, heat pressing and embroidery. Members can also visit the store for boot cleaning and repair services.  They also can take advantage of in-store programming including workshops with local community business owners and authenticators, styling sessions, guided hiking excursions, and more.


The material palette featured in the store (designed in partnership with The Rosie Group) embraces the brand’s work and outdoor heritage, which combine to create the distinctive Timberland lifestyle.  The flexible metal fixtures are inspired by New York City scaffolding. White oak and Oriented Strand Board (OSB) wood panels help soften the overall look.

During demolition, the original brick walls from 1850   were uncovered. The walls were kept intact and left uncovered. Timberland’s iconic wheat and PRO safety orange colorways take center stage throughout the store. A custom ceiling grid system offers flexibility for evolving business needs, brand activations and seasonal transitions.


In line with Timberland’s commitment for a greener future, the teams worked to integrate sustainability into all areas of the build, always designing with end-of-life in mind. Responsible design elements in the space include the use Hans Boodt mannequins that were 3D-printed using Poly Lactic Acid, a bio-based material made from cornstarch; OSB wood panels made of 100% recycled material; and white oak made of 90% recycled wood.

Additional sustainable elements include all metal components made of recycled metal, zero-VOC paint products and the use of LED lighting throughout the store.

A drop box for the brand’s Timberloop circular design platform, which takes back and refurbishes worn Timberland items for resale, is located prominently in the space. For items that are beyond repair, Timberland will re-use as many elements as possible (e.g., buttons, zippers) and recycle the rest to prevent them ending up in a landfill.  ( As a  reward for returning worn items, consumers receive 20% off their purchase in-store or on

“Timberland may be a New England brand, but we consider New York City to be our second home,” said Tracy Smith, VP and general manager of Timberland, Americas. “Stepping inside the 550 store, consumers will be fully immersed in all aspects of Timberland’s outdoor and work heritage. “

Driving a strong “phy-gital” retail presence in key cities is a key business priority for Timberland, Smith added.

“And New York City is arguably the most important city in the world for us,” she said. “We wouldn’t be the iconic brand we are today if it weren’t for New Yorkers.”

Timberland is owned by the VF Corp., whose other brands include The North Face, Vans, Dickies and Supreme.