Vibram is making another splash this year in concert with the 2012 Boston Marathon by opening their first ever retail store in the United States — in Boston on Newbury Street (They do have two international stores in Milan, Italy, and Spain, already). If you’re not familiar with Boston and Newbury Street, it’s the main drag for retail in the city with a long history of prestige associated with it.
Why would Vibram open up a store? What might their store have … in store for visitors? Want a chance to win a pair of Vibrams? Read on!
First off, here’s a street view of the location — you’ll note that Newbury Street has a decidedly historical look to it — the brownstones there originated in the 19th century:
It looks like the location Vibram picked used to be occupied by shoe brand KangaROOS, which I’m proud to say were the first sneakers I ever had (around the age of four). KangaROOs were so-named because they had secret pockets in their uppers; you could stuff pennies in them as I recall. Now, the location will be occupied by a store with pockets for toes!
At the bottom of this post, you can read Vibram’s official press release on the store opening. The Vibram store will officially open this Saturday at noon with a ribbon cutting attended by the Mayor of Boston.
Why would Vibram open a store? Vibram USA’s CEO Tony Post explains, “With this store we can provide our customers with a face-to-face brand experience for the first time, educating them about the world of Vibram, our partners and our products.” The flagship location will offer “experience zones” where you can walk on a variety of surfaces in different pairs of FiveFingers; speaking of different pairs of FiveFingers, the Vibram store will apparently have a few models on hand of FiveFingers that are only (presently) offered in Europe! How awesome is that?
When you get down to it, Vibram wants their store to be a “destination;” indeed, I can imagine taking a pilgrimage to the store if I happened to be in Boston travelling. It’s less there to make a killing selling toe shoes and more to expand brand awareness around Vibram. Meanwhile, they’ll be offering complimentary espresso to pay homage to the Italian roots of the company.
So speaking of a pilgrimage to Boston, it just so happens that I might be making it to this grand opening. Anyone else think they can attend? Events start at 11AM on Saturday (April 14, 2012)!
Vibram Press release below!
VIBRAM® OPENS FLAGSHIP FIVEFINGERS® RETAIL STORE IN BOSTON
SATURDAY APRIL 14, BOSTON MARATHON WEEKEND
Designed to Provide Visitors with an Enjoyable and Enlightening Brand Experience
CONCORD, Mass. Vibram, the worldwide leader in performance soles and pioneer of the minimalist footwear movement, will open its first retail location focused on brand awareness. The store will be on Newbury Street in Boston and will open Saturday, April 14. Mayor Menino will be attending the ribbon cutting at 12 p.m. and the grand opening will coincide with the Boston Marathon, complementing Vibram’s efforts as a supporter and exhibitor at the race.
“With this store we can provide our customers with a face-to-face brand experience for the first time, educating them about the world of Vibram, our partners and our products,” explained Tony Post, president and CEO of Vibram, USA.
Located in Concord, Mass., Vibram® is renowned globally for designing soles for outdoor, recreational, work and fashion footwear and is relied on by the world’ s greatest climbers and athletes. In 2006 Vibram introduced its first finished product: Vibram FiveFingers ®, a revolutionary and patented glove-styled shoe.
The flagship location will feature “experience zones” throughout the floor allowing visitors to wear test FiveFingers on inlaid marbles, woodchips, grass, stones and even a bumpy yellow safety strip used in the subway. The store will also display an interactive timeline area summarizing the company’s 70 year legacy in sole design. Throughout the space it will showcase partners’ product on a themed, rotating basis. A “living wall” of plants will discreetly mask the register area, creating a private checkout experience. The ambiance and vibe of the flagship store is a direct reflection of Vibram’s outdoor and Italian heritage, with natural materials, complimentary espresso and historic brand items. The space will offer select models of Vibram FiveFingers as well as a few models only sold in Europe.
“We consider this more of a destination than a store,” explained Post. “We want visitors to relax, explore and hopefully learn something about Vibram as a brand and a company. We also see it as a way to support our soling partners located on Newbury Street.”
Vibram® is recognized worldwide as the leader in high performance soles for outdoor, recreational, work and fashion footwear and is relied on by the world’ s greatest climbers and athletes. In 2006, Vibram introduced its first finished product: Vibram FiveFingers ®, a revolutionary and patented glove-styled shoe, an unrivaled alternative to conventional footwear. Recognizing the company’s pioneering efforts in minimalist footwear, Time magazine named Vibram FiveFingers one of the best inventions of 2007 in the category of health. The company is committed to promoting and confirming the health benefits of near barefoot or natural running and fitness training, and views this as a unique opportunity to help redefine athletic footwear. Vibram® soles have set the standard since Vitale Bramani created mountaineering’s first rubber lugged sole in the late 1930’s. Vibram® soles have gone on to conquer Mt. Everest, K2 and a host of the world’s tallest peaks. Today, the company works with premium brands including Danner, La Sportiva, Lowa, Merrell, Red Wing, Scarpa, The North Face, Timberland, Vasque, Wolverine and many more. Visit Vibram at vibram.com or vibramfivefingers.com.
17 replies on “Vibram USA Opening Flagship Store in Boston”
I think they would do well to open up in Seattle Next. There seems to be a rather large community here. Along with lots of retail locations that sell Vibrams and specialize in running. I think there would be enough of a demand for them to justify opening a store in this area.
What time does the grand opening end on Saturday, and are there opening times for the store? I’m flying in late on Saturday and wondering if I’ll have time to tootle over there.
Justin,
I think your hyperlink to the Birthday Shoes Facebook page in the Giveaway section of the article is missing “Birthda” in the link text.
Based on my visits to New York outdoor and sporting good stores to buy VFFs, one encounters lots of mixed signals. One salesman advocating arch support and rugged construction to a customer while another touting the benefits of the opposite to a different customer. The cognitive dissonance is too much.
A lot of people might make the plunge and try VFFs if they found themselves in a foot friendly environment with knowledgable sales staff. I hope the Boston store is a success and they open more.
would be interested to know which EU models they will be selling… I`m jealous about people living in Boston!
I’m so excited! My DH is currently stationed on the West coast, but we travel to Boston every summer to visit his family. Now, I will definitely have to go visit the Vibram store. I got my first pair back in February, on my birthday, as a matter of fact. I’m in love and recently ordered a pair for my oldest son. We’re hooked!
Newbury St? Blah- that place is not very friendly for shopping, imho. Lots of snobs, uppity types, crowds and generally not car friendly at all. Should’ve been in Harvard Square.
I would absolutely be there if I weren’t out of town until that afternoon. Perhaps I can make it there before they close that first day.
This is a great location and will draw a huge amount of attention to the brand. Happy to live in Boston. 🙂 Justin, I don’t know what time you’ll be there, but I’ll look for you.
Couldn’t be happier about this news. I work in Boston and can walk to Newbury st in no time.
I would actually consider going but tickets are over $600. I really wish I could be there. The architecture photographer in me is aching to take pictures of the exterior and interior of the store.
Personally, and I think this might be just ’cause I live over the border in Canada, I think opening a store in Bellingham would be great. Although Seattle sounds great, too 😀
Vun vunders if the store will also sell toesocks? I hope so! 😀
I think Vibram has some sort of relationship with injiji. I know Vibram sells injiji toe socks on their site. So it would not surprise me to see some in the store.
Nice to see a dedicated store and especially one not far from me (in NH). I wouldn’t worry about parking as I find it easier to park outside (or just bus) and walk or take the MBTA. I might swing down if only because I haven’t been to Boston in a long time.
As for salespersons giving different advice, I try to find one who actually wears them as they have experienced them. Of course they are also often in a store selling more traditional shoes (EMS, etc) so those habits die hard. I can’t imagine putting any sort of an insert into the VFF though. I imagine that would actually cause pain.
My 2 cents, AndyB, NH.
it’s weird……..
vibram opens a new “classy” store
and does tons of vff related events,but
here, in Israel, you can’t buy the see-yas or the spyridon…
we’re in 2012 and still, i feel that
Vibram ignores the middle eastern market.
the importers of vff in israel (“vendome”), don’t even offer the spyridons or the see-yas.
or any of the 2012 models.
why???
today everything ships almost overnight,the internet’s around for ages now so……
why we are being left beyond?
it’s important for vibram to market their stuff where it’s a 100% success rate and big $$$.
well if you have soul (sole…) you do things so everyone’s happy.
i don’t say give us the shoes for free.
(but woun’t say no if they did!),
just offer the 2012 models for sell in israel.
or, yeah… go ahead and throw us the 2012 u.s.a and europe leftovers when we’re deep into 2014…..
boooooooo!!
p.s-excuuse me for my bad grammer and spelling.
i’m from Israel, the land Vibram mistakes for a dry, third world, camel infested desert.
Europe seems to get more and good stuff first too. I suppose they just concentrate on the markets they think will make the most (or be take the least effort to market to). I’m lucky to live in a part of New Hampshire that has some VFF stocking stores nearby. Hopefully they will get out to Israel. Have you contacted them? Made sure shoe stores know you’d buy them? The internet is great but I only buy shoes that I know will fit me over the internet. So I hope they expand their inventory in your area.
AndyB, NH.
PS Vibram is in the business of making money for Vibram too. They gotta survive to keep us supplied with awesome foot ware.
I will be there on the 21st to get my first pare of VFFs. I was going to get them on Monday from Eastern Mountain Sports but now I am going to wait.
I’m in Boston on business and was so excited to hear about the store. It is only open from 11-6 so I missed it today. I can’t wait to stop in tomorrow.