North Face 2006 Annual Report Download - page 13

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geograpHic
expansion
EASTPAK
Europe’s undisputed market leader in packs, the Eastpak®
brand has now staked its claim in South America with a
300-square-meter flagship store in São Paulo, Brazil. This
expansion reflects the brand’s pursuit of an aggressive
international growth program in all regions including Asia,
the former Eastern Bloc and the Americas.
The São Paulo store is the first Eastpak® location in the Americas.
Offering the full range of Eastpak® products from colorful, sturdy
bags to sporty apparel, the São Paulo store reflects the cutting-
edge trends of Brazilian street culture. A lounge area with WiFi
access invites young sophisticates to surf the Web and catch up on
e-mail. A dedicated gallery area stages art exhibitions, while the
center of the store hosts a juice and snack bar that is the perfect
place to meet up with friends. Large video screens and professional
DJ equipment create the right ambiance for special promotions
and product launches, and a “customization lab” has local artists
on hand to personalize newly purchased bags to the shoppers’ own
tastes. The Eastpak® brand has blurred the line between shopping
and entertainment — and made the brand synonymous with fun.
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 SUMMARY ANNUALREPORT 2006