Columbia Sportswear Co. is betting big on its Sorel line. The company announced that it’s opening a standalone store in New York City. Located on 14th St. between 8th Ave. and 9th Ave., the store will be the brand’s permanent flagship.
The space had been a temporary pop-up shop that opened last October to showcase the brand’s winter collection.
For the past few seasons, Columbia has been boosting its investment in Sorel as a competitor in the fashion all-weather space. And this past March, the company named its first Sorel president, Mark Nenow.
Sorel also has focused on releasing more fashion and performance styles, as well as an increased number of all-season options. The latest of those all-season options was the Tivoli Go collection, inspired by bright Japanese sneaker styles. The collection includes low-tops and high-tops as well as a boot style.
This weekend, the flagship will host area DJs and serve food to celebrate the official opening of the only standalone Sorel store.