New gallery-style, interactive retail
experience combines art, innovation, and heritage
BOSTON, June 6, 2018 /PRNewswire/ - Roots ("Roots Canada"
or the "Company") (TSX: ROOT), the authentic outdoor lifestyle
brand with a rich heritage and portfolio of premium apparel, hand
crafted leather goods, footwear, and accessories, is excited to
introduce its first-ever experiential gallery concept to
Boston's flourishing and
distinctive community. Opening on June
15 (with two additional Massachusetts retail stores on the way) the
Roots Legends brand activation center, located at 344 Newbury
Street, combines a passion for the great outdoors with modern
design and innovation.
Much of the 3,250 square-foot gallery-style retail space is
dedicated to a sensory shopping experience, uniting cabin life to
city life, and is divided into five one-of-a-kind artfully curated
vignettes, each telling a unique story of the brand's DNA. Rather
than ask consumers to stand behind the ropes, Roots is inviting
consumers to engage with the brand through sight, sound, touch, and
feel while learning about the origins and heritage of Roots. The
vignettes highlight key product stories around the acclaimed
Roots Original Salt & Pepper Sweats, the Cooper
Beaver Collection, the Hand-crafted Leather Collection,
the Seasonal Fleece Collection, and the Cabin
Collection. Installations will be regularly refreshed with a
reset to launch a new season or campaign. The Newbury location pays tribute to the distinct
and unique flavor of Roots. It supports the brand's continued
commitment to building retail hubs where consumers engage with the
brand in unprecedented ways and can extend their experience by
shopping in-store or online.
"We are thrilled to make a home in Boston and open our first retail experience in
the heart of the city," said Jim
Gabel, President and CEO of Roots. "Our new brand activation
Center has never been done by Roots before. It represents an
exciting moment for the brand, as we facilitate deeper consumer
engagement with our story. Uncompromising craftsmanship is at the
core of everything we do, and this store offers the best of the
Roots brand. We wanted to launch our U.S. expansion project in
Boston first by bringing a unique
and immersive retail experience to the community. New England, and
more specifically Boston, is a
perfect fit for our brand."
Shoppers will be able to place their order at the Roots Sweat
Bar and personalize their very own handcrafted leather bags and
Awards Jackets at the Leather Customization Workshop with a
selection of badges and patches exclusive to the Boston area stores.
Roots Ambassadors will be on hand at the Newbury Street location
from Monday – Saturday from 10:00
a.m. – 8:00 p.m. and on Sunday
from 10:00 a.m. – 6:00 p.m. to engage with local creatives and
friends of the brand. Roots has additional Boston area store openings planned for June,
2018, including locations at The Natick Mall on June 28 and Market Street Lynnfield on
June 30.
To learn more about Roots, please visit The Roots Press Room and
roots.com. Keep up-to-date on all of the latest Roots news on
Instagram @RootsCanada, on Twitter @RootsCanada, and on
Facebook.com/Roots.
About Roots
Established in 1973, Roots is an authentic
outdoor lifestyle brand with a rich Canadian heritage and portfolio
of premium apparel, hand-crafted leather goods, footwear and
accessories. Roots delivers products to customers through its store
network, online platform and international partnerships. As of
February 3, 2018, Roots' integrated
omni-channel footprint included 116 company retail stores in
Canada, three company retail
stores in the United States, 110
partner-operated stores in Taiwan,
32 partner-operated stores in China and a global e-commerce platform. Roots
Corporation is a Canadian corporation doing business as "Roots" and
"Roots Canada".
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SOURCE Roots Corporation