Magazines Archives - 2007 March

New store concept visualises Timberland’s ethics
Story 9

THE Timberland Company (Asia Pacific) has introduced a new store concept with the relaunch of its Timberland store at The Centrepoint, Singapore.

Timberland invested US$320,000 to redevelop the store, which has expanded from the original 1,600sqf to 2,250sqf.

Said Jenny Looi, Timberland’s director, South East Asia: “Using local, weathered materials to build our Timberland Centrepoint store is a first in- Asia Timberland initiative. We like to think that, in addition to its environmental message, having this concept first in Singapore will build the reputation of the Orchard Road shopping belt.”

Looi added that the store expresses Timberland’s set of ethics: ‘Boot, Brand and Belief’. Store features include the use of discarded scaffoldings sourced from lumberyards and converted into a cashier counter as well as an eclectic selection of used doors, beams and benches which have been given a new lease of life as fixtures and displays in the store.

Another first for a Timberland store in Singapore is the ‘Build Your Own Boot’ service which allows the customer to mix and match components to create personalised boots.

The Centrepoint outlet also features a ‘Market Place’ corner, where Timberland accessories and nonbranded products from “companies with high corporate social responsibility towards the environment” are sold.

“This store concept is certainly something we’d want to roll out in the region with new stores and those which are up for renovation. In fact, our new store at Terminal 1 at Changi International Airport will be the second store (in Singapore) to adopt this concept,” said Looi.

The new 1,545sqf store is scheduled to open this month, bringing the total number of Timberland stores in Singapore to 10.