La Sportiva opens debut store in the United States

Italian outdoor gear brand La Sportiva has opened its first premium retail store in the United States. Located at 2100 Broadway, Boulder, Colorado, the new store offers products from La Sportiva's entire range, including climbing and running shoes, ski touring gear, and premium apparel.

The debut store is set to serve as a hub for the outdoor community as well as a center for outdoor enthusiasts to become more acquainted with the brand. "Boulder is renowned for its amazing access to climbing, trail running, and backcountry skiing," said Jonathan Lantz, president of La Sportiva North America, in a statement.

"This store is designed to be a gathering place for mountain athletes, where the local community can come together to share their passion, experiences, and knowledge about the sports they love." The new store in Boulder is set to become a center for the community, offering a variety of events, workshops, and group runs that embrace the outdoor way of life.

The premium retail location is part of the company's broader global brick-and-mortar strategy that aims to further integrate the brand into mountain towns across the world. The store in Boulder, the first retail location from the brand in North America, sees La Sportiva increase its global retail presence to 12, with stores in one of the most well-known climbing and mountaineering towns in Europe.

The new store builds on the brand's previous presence in Colorado, with Boulder serving as La Sportiva's second hub outside of the company's home base, in the Ziano di Fiemme in the Italian Dolomites. Initially established in Colorado as a distributor, the North American branch of the company has progressively strengthened its ties with the family-owned Italian brand

"As we expand into the US market, we want to draw a throughline back to our history in the Dolomites and connect with communities that share our passion for the outdoors," said Lorenzo Delladio, president and CEO of La Sportiva in a statement. "Boulder has a rich history in the outdoor space, and its populace shares our views on the importance of environmental responsibility. We believe this is the perfect location for us to connect with our customers on a deeper level."

"Our goal with this store is not just to sell products but to give something back to this wonderful city that has given so much to our brand over the years." La Sportiva is set to host a grand opening for its first US store this spring, with plans in the pipeline for a large celebration with La Sportiva's top athletes, national media, and local outdoor enthusiasts.