New SoHo Timberland store offers on-site customization, sustainability options and more

A row of Timberland boots
Timberland’s new SoHo store has footwear, clothing and so much more.
Photos by Emily Davenport

Timberland is making its mark on New York City with a new store in SoHo.

Located at 550 Broadway, the store opened as a part of the footwear brand’s 50th anniversary. As a part of the brand’s year-long celebration of The Original Timberland® Boot, this new store pays tribute to the communities that helped make Timberland the brand it is today, and invites consumers to participate in shaping the brand’s future.

“Timberland may be a New England brand, but we consider New York City to be our second home,” said Tracy Smith, Vice President 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. And New York City is arguably the most important city in the world for us. We wouldn’t be the iconic brand we are today if it weren’t for New Yorkers.”

Like Timberland’s other storefronts, the 550 Broadway store will offer a full range of footwear for men, women, and kids, as well as apparel and accessories for men and women. In addition to Timberland’s outdoor, workwear, and lifestyle collections, the new location will also carry exclusive, limited-edition and collaboration drops.

A look inside The Shed at the SoHo Timberland store. Photo by Emily Davenport

One of the new SoHo store’s offerings is The Shed, an area toward the back of the store that allows customers to customize any piece of Timberland merchandise free of charge. Customization options include laser etching on the boots as well as heat pressing and embroidery on clothing. The store will also have options for boot cleaning and repair services, plus workshops with local community business owners and authenticators, styling sessions, guided hiking excursions, and more.

A Timberland employee laser-etches a design on a boot.(Photo by Emily Davenport)

The brand is continuing its commitment to sustainability and a greener future. Timberland’s Timberloop™ circular design platform takes back and refurbishes worn Timberland items for resale, and the new SoHo store has a drop box for the program prominently displayed in the store. Anything that is beyond repair will have its salvageable parts, such as zippers and buttons, reused and the rest will be recycled to prevent them ending up in a landfill. Those who utilize the Timberloop platform will receive 20% off their purchase in-store or on timberland.com.

Timberland has also launched its first-ever US-based membership program. The program, which is called Community, is available in-store and online and offers customers benefits such as early access to products and sales, in-store boot cleaning, free standard shipping, birthday discounts and more. Customers can sign up free of charge on timberland.com.

The SoHo Timberland store is open Monday through Saturday 11 a.m. to 8 p.m. and Sunday 12 to 7 p.m.