The North Face deepens New York presence with new Fifth Avenue flagship

The North Face has expanded its U.S. retail footprint with a new flagship on Manhattan’s Fifth Avenue, opening a two-storey, 21,000-square-foot space that marks one of the brand’s most ambitious brick-and-mortar investments to date. The store, located at 511 Fifth Avenue, comes as a wave of international brands continue to choose New York for high-visibility flagships, reinforcing the city’s role as a crucial gateway to the American market.

For outerwear and performance-driven labels, the U.S. remains a particularly strategic market. Consumers continue to prioritise technical apparel, blurring the lines between outdoor, lifestyle and luxury. Brands from Arc’teryx to Canada Goose, Moncler and Aritzia have all strengthened their U.S. retail networks in recent years, capitalising on strong demand for outerwear, winterwear and elevated leisure clothing. Fifth Avenue, in particular, has become a preferred launchpad for global flagships given its tourist footfall and ability to anchor brand storytelling.

The North Face’s new store leans heavily into that storytelling approach. Instead of a conventional retail layout, the brand has created an experience centred on exploration, dividing the space into “below the treeline” on the ground floor and “above the treeline” on the second. The design mixes natural textures with technical precision, referencing both alpine terrain and the label’s mountaineering heritage.

One of the most striking features is a 2.5-storey LED installation that wraps across the wall and ceiling, showcasing athlete-shot footage and expedition content. The inaugural film displayed in the space was shot in Iceland by climber and filmmaker Renan Ozturk, a longtime North Face athlete.

The ground floor incorporates faceted cork panels etched with climbing topos, along with lantern-like structures made from the brand’s tent materials that highlight key products and archival pieces. Upstairs, lighter finishes and terrazzo inspired by alpine rock introduce the “above the treeline” aesthetic, complemented by sculptural cairns and a lounge area referencing The North Face’s longstanding cultural connection to New York City.

A dedicated area is reserved for the brand’s Summit Series line, featuring its most advanced outerwear and equipment alongside stories from the athletes who helped develop it.

By leaning into immersive retail, The North Face joins a cohort of global brands using flagship locations not only as commercial spaces but as cultural markers.

“Pushing the boundaries of how people experience the outdoors is core to our ethos at The North Face, and our Fifth Avenue flagship is a powerful example of where we are headed as a hub for exploration" said Dennis Seydel, Chief Marketing Officer, The North Face. “From marketing to retail, and now our newly launched Power of Nature platform, we are creating immersive experiences that spark emotion, celebrate heritage, and bring the spirit of outdoor adventure right into the heart of Manhattan.”