New branch

Timberland to open at Royal-Hamilius in 2024

The store at Royal-Hamilius will be Timberland’s second store in Luxembourg after the Cloche d’Or. Photo: Shutterstock

The store at Royal-Hamilius will be Timberland’s second store in Luxembourg after the Cloche d’Or. Photo: Shutterstock

After the Cloche d’Or, outdoor leisure equipment retailer Timberland has chosen the Royal-Hamilius complex to complete its network in Luxembourg. The store is due to open next year.

American outdoor clothing and accessories brand Timberland is to move into the Royal-Hamilius centre at the beginning of 2024, its manager Firce Capital announced on Wednesday 8 November.

“The arrival of this new brand will complement the premium offering at Royal-Hamilius. It will delight our young, urban and family clientele,” commented Vivien Honoré, asset manager at Firce Capital, in a press release.

An 80m2 unit

La Mezzanine du Boulevard, Do for Love, Prêt A Manger and, soon, Starbucks and Lloyd Coffee Eatery: the past few months have seen a steady stream of new coffee shops opening in the complex, which opened in 2019.

But shops dedicated to sporting activities are not to be outdone. Decathlon opened in February 2021, while The North Face is expected to open this autumn, soon to be joined by Timberland.

These two brands are not total strangers to each other: the company Outdoor Diffusion is behind these openings. Active mainly in Paris, its portfolio of brands also includes Vans, which can be found at the Cloche d’Or, and Back Pack, present in the City of Light and soon in Lyon. The company has a total of around 20 outlets.

“With more than 10 million passers-by each year between the Grand-Rue and Rue Aldringen, the Royal-Hamilius enjoys unique potential,” comments Outdoor Diffusion. It’s worth noting that the Timberland unit will be moving to Rue Aldringen, as will The North Face--but the former occupy 80m2 compared with 342m2 for the latter. The North Face store will take up two floors.

This article was first published in French on Paperjam. It has been translated and edited for Delano.