American bootmaker Timberland has opened a brand-new concept store in Melbourne, as its local distributor and licensee Accent Group ramps up the brand’s experiential retail in the Australian market.
According to Accent Group, the new Melbourne Walk store reflects a shift in focus, from awareness to deeper engagement, cultural relevance and experiential retail.
The 115-square-metre concept store will stock a curated range of Timberland products. As part of the launch, Timberland and Accent Group hosted a launch party, transforming the store into a ‘Butters Deli and Grocer’, serving Sunnyside Pizza and hot dogs alongside local craft beer, with a DJ playing a range of house-style music.
The new store brings Timberland’s Australian store portfolio to five.
Joel Biggins, Accent Group’s general manager of brands such as Timberland, Vans, Ugg and Genuins, said the new Melbourne store is a first of its kind locally.
“This store signals a new era for Timberland locally, one where we evolve beyond our heritage as an outdoor and workwear brand into a premium lifestyle space,” he said. “It’s about creating immersive retail experiences that connect with culture, community and the next generation of consumers.”
Looking ahead, Biggins confirmed Timberland Australia will undertake a website upgrade in FY27, which comes off the back of significant year-on-year growth in Timberland’s wholesale category.
He said the next phase of brand growth will come from apparel, with new incoming collections and an elevated brand presence creating a compelling opportunity for its wholesale partners.
“We see the Melbourne Walk store as a key step in unlocking white space locally. Timberland has a rich heritage, and this store gives us a strong platform to bring that story to life for Australian consumers,” Biggins said.
“We also see significant opportunity in apparel, where the brand remains under-represented in the Australian market, making it a key growth channel moving forward.”
Accent Group manages over 30 different brands and retail stores, and is currently undertaking a Sports Direct rollout in Australia through a partnership deal with Fraser Group in the United Kingdom.
For Timberland, Biggins said Accent Group has dedicated specialists for the brand across merchandise, retail, sales and digital.