On 16 June, global outdoor brand Osprey launched its first dedicated retail store in China at Hangzhou’s Hubin Intime In77. Located in the heart of the West Lake business district, In77’s emphasis on modern living, youth culture, and global style aligns seamlessly with Osprey’s spirit of freedom and adventure.
The opening signals a deeper expansion into East China and continues Osprey’s 50th anniversary campaign, Backpacks That Heal, which explores how gear can help reconnect people with nature and themselves.
The store’s concept draws on founder Mike Pfotenhauer’s spiritual home, “Mike’s House,” and unfolds across four zones: mountain and home, garage-born creativity, the edge of exploration, and a full-circle journey through Osprey’s past and future. The space features packs for everything from rugged expeditions to city escapes, all built around the idea that one bag can take you anywhere.
Osprey’s goal is to redefine what a healthy, balanced lifestyle means in an urban world—by turning time in nature into a powerful emotional release.