Outdoor lifestyle apparel brand, Royal Robbins, whose vision is to inspire adventure, opens its first retail store in downtown Boston located at 304 Newbury Street. Opening its doors on March 7, the new 1,000 square-foot retail store is located in the heart of Boston’s Back Bay, and just down the street from Royal Robbins sister brand, Fjällräven.
Under the direction of its parent company Fenix Outdoor, Royal Robbins has accelerated its retail expansion plan to give a broader platform for telling the unique story of the brand. The new Boston storefront comes on the heels of the June opening of Royal Robbins’ first retail location outside of California, on Platte Street in Denver. Royal Robbins will open a storefront in downtown Seattle in April of this year.
“Boston is a natural fit for Royal Robbins,” explained Michael Millenacker, Chief Executive Officer of Royal Robbins. “We have always had a strong customer base in New England, and we are excited to open a store in the heart of Newbury Street. We look forward to joining the Boston community and bringing our evolved brand aesthetic to life through our assortment of sustainable, versatile outdoor apparel. Seeing our unique heritage story come to life will inspire outdoor pursuits and provide the ability to adventure more with less.”
Specializing in outfitting outdoor adventures for more than 50 years, Royal Robbins is the leader in versatile, sustainable outdoor lifestyle apparel for men and women. The new Boston store is specifically designed to provide a curated selection of apparel and accessories for outdoor adventurers. In addition, the store environment will be centered around community – where people can learn about and share different adventures.
Royal Robbins customers will be able to order online at royalrobbins.com and pick up their merchandise in the new Newbury Street store. They also will be able to try apparel on in store and have items shipped directly to their home. “We want to offer our customers a true omnichannel experience,” Millenacker added.
Amidst the current COVID-19 pandemic, Royal Robbins is taking extra safety precautions on top of their health guidelines already in place at the new store. Extra cleaning measures and 6-foot social distancing will be enforced. In addition, all employees and guests will be required to wear masks at all times, and store managers will be monitoring customer access and occupancy limits.