Canadian outdoor wear giant Arc’teryx is continuing to expand its range of concept shops by launching another global first in China. In mid-August, the first-ever Arc’lounge space opened its doors in Beijing, becoming the first “departure” store from Arc’teryx, following its “destination” locations in Shangri-la and Beidahu, Jilin.
The 300 sqm store combines retail space, a ReBIRD circular resale and service centre, as well as the titular lounge. The focus is less on the display of merchandise but more on creating an immersive experience inspired by the mountains and the great outdoors. The lounge and ReBIRD together take up more than half the area.
The choice of location is significant as well. As a “departure” themed store, it is hosted in Beijing, one of the first cities you visit when you go to China and home to many Chinese outdoor lovers. The store is located in the luxury Peninsula Beijing Hotel, in the centre of the capital, among many luxury brands. This, of course, is also a point of departure for international visitors to China. Perhaps not by coincidence, both Arc’teryx and the Peninsula Beijing Hotel were founded in 1989.
Arc’teryx, part of Amer Sport, has seen its growth slow in the group’s latest financial report. By doubling down on offline experiences and community building, the brand is focusing on its core consumer cohort, the urban middle class with a passion for the outdoors. The newest “departure” store reinforces the idea and completes the circle with the “destination stores”. However, whether the effort would pay off remains to be seen.
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