Icebreaker will launch a “TOUCH_LAB” retail store in Portland, Oregon, set to open doors in late November. The flagship store will occupy over 2,600 square feet of store space at 1109 W Burnside Avenue, in the Pearl District which includes several athletic, lifestyle, and fashion brand stores including Adidas, Lucy, The North Face, Diesel, Puma, and others.

The new TOUCH_LAB retail store will showcase the complete Icebreaker brand experience and its entire range of pure merino apparel. The Portland TOUCH_LAB will open its doors in late November. An invitational launch celebration will be held on Tuesday, December 4th.

“The first U.S. Icebreaker TOUCH_LAB gets our fresh ideas closer to our customers. It also enables our design team in Portland to test their ideas live.” said Jeremy Moon, Icebreaker‘s founder and CEO. “For us, to succeed in the U.S. means success globally, as it’s the most influential outdoor market. In other markets, we‘ve seen great success with TOUCH_LABs, leading to increased brand recognition and deeper connection with our customers. This step is key in raising our brand awareness and solidifying our design-driven position in the US market.”

Icebreaker recently announced the integration of its U.S. sales, marketing, and operations into its current global design studio offices at 1227 NW Davis, also in Portland. The synergy of U.S.-based operations will lend power to Icebreaker’s recruitment drive, while allowing the design team to get closer to the market and Icebreaker end-users.