Vibram’s Boston Flagship Redesign Offers Interactive Experience — And Coffee

Vibran Boston store
The VIbram store on Newbury Street in Boston.
Brand Courtesy

Outsole maker Vibram has given its Boston store a new look. The shop — the only one of its kind in the U.S. — has been updated to offer a full-blown brand experience that showcases Vibram’s latest products while celebrating its 70 years of soling heritage.

The store, at 292 Newbury Street, provides an interactive, educational consumer experience that includes a Vibram gallery displaying more than 150 pairs of footwear products spanning several decades.

The location will continue to serve as the retail outlet for Vibram FiveFingers shoes and footwear from select soling partners, including Ahnu, Scarpa, Moccatomic and Custom Quoddy.

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A new addition, “Sole Factor,” allows consumers to customize their shoes with a variety of Vibram soles. Shoppers can choose from dozens of sole designs and colors that can be sent directly to their homes.

“When we redesigned the [store], we wanted consumers to immediately understand the heritage and innovation our brand represents,” said Vibram CMO Allon Cohne. “We’re one of the largest footwear brands that many consumers haven’t developed a relationship with yet. We’ve resoled and sold more shoes than many of the largest footwear brands in the world. Now, there’s one place where consumers can get a glimpse of the past, present and, with our partners, help design the future.”

The location also offers a coffee bar and lounge area for shoppers to enjoy.