British outdoor brand Shackleton has just opened a new 2,000 sq ft three-month pop-up shop at 68 Duke Street, Mayfair.
The new space, close to Bond Street station and Selfridges, is the brand’s first bricks and mortar venture, following a string of concessions in Harvey Nichols.
Martin Brooks, CEO of Shackleton, said: “December to February is the peak season for winter wear and having a physical presence will help us to build profile and engage with customers. Shackleton product is technically superior to anything else on the market, so we really need customers to touch and feel it to appreciate the difference.
“Most customers have a ‘aha, I get it’ response when they put on one of our jackets, which are half the weight of a Canada Goose and will keep you much warmer. We’re looking at opening a permanent space next September, so this is a very important toe in the water for us.”
Designed in London and made in the UK and Italy, the range of expedition-grade Shackleton pieces combine true polar performance with highly refined materials and construction. The new retail space features a showcase of the brand’s 2019/20 range of pioneering apparel including jackets, knitwear, layers and accessories which appear under the “Engineered for Extremes” seasonal theme.
To add context, the Shackleton store is hosting a photography exhibition of limited edition prints by renowned award-winning explorer and photographer, Martin Hartley, under the title of “Taken to Extremes”. The exhibition features unique images taken from Antarctica, the Arctic and the Himalayas. Shackleton also did a recent collaboration with Leica Camera AG.
Founded in 2016, Shackleton is inspired by the extraordinary life, courage and leadership of polar titan and explorer, Sir Ernest Shackleton. It’s a fur-free brand, and all the down used in its jackets and parkas is RDS certified.