Woolrich: two new openings in Amsterdam and Boston

By

Ilaria Ricco

Published
Oct 27, 2015

American brand Woolrich is continuing its retail expansion. A second flagship store has been opened in the heart of Amsterdam, the Netherlands, while a second American store has been opened in Boston.

2014 saw the opening of flagship stores in Prague, Hamburg, Sylt (Germany), Tokyo, New York and Brescia (Italy), while a string of other key stores have opened or will open in 2015, including in Berlin. The brand is distributed by WP Lavori in Corso and plans a robust store opening policy in Europe, the US, Canada, and Japan, with a total target of 80 stores worldwide by 2020.

The Woolrich store in Amsterdam opened on the city's main street for luxury retail trade, alongside major international fashion names and next to the Museumplein, at PC Hoofstraat 36.

The store extends over 190 m² on two levels. The ground floor is characterised by an ample, Dutch-style skylight making the premises very bright and airy; a small lounge area was created on the cosier lower floor. The concept for the new Woolrich store was designed by Japanese studio Wonderwall, headed by Masamichi Katayama.

The interior decoration reflects the brand's DNA. A combination of period and contemporary elements, with modern materials and finishings featured alongside the brand's heritage traits: US-produced furniture in Buffalo Check wool, historical objects from the Woolrich archive, prints and images of Pennsylvania's Woolrich Mills, and outdoor elements that underline the brand's inspiration and tradition. The Woolrich store concept was designed to emphasise the outdoor brand's history, dating back to 1830, and at the same time the modernity in the use of its historic icons. After the store in Maastricht, this is Woolrich's second shop in the Netherlands, to be followed by other openings in Benelux.

The Woolrich store in Boston opened at 299 Newbury Street, the city's main shopping thoroughfare. The 70 m² premises, three rooms  within a wide-windowed historic building, are decorated with a combination of period and contemporary elements. This is the brand's second store in the USA, to be followed by openings in San Francisco, Chicago and Aspen.