SOURCE: Vibram

Vibram

April 10, 2012 14:08 ET

Vibram® Opens Flagship U.S. Retail Store in Boston Saturday, April 14, Boston Marathon Weekend

Designed to Provide Visitors With an Enjoyable and Enlightening Brand Experience

CONCORD, MA--(Marketwire - Apr 10, 2012) - Vibram®, the worldwide leader in performance soles and pioneer in the minimalist footwear movement, will open its first U.S. retail location on Saturday, April 14 at 292 Newbury St. in Boston. The grand opening and ceremonial ribbon cutting will begin at noon and the store will remain open until 2 p.m.

"For the first time we will provide our customers with a hands-on brand experience that educates them on the world of Vibram, our partners and our products," explained Tony Post, president and CEO of Vibram, USA.

Headquartered in northern Italy with US offices based in Concord, Mass., Vibram is globally renowned for their high performance rubber soles which are utilized by the best brands in the outdoor, work, fashion and athletic markets. In 2006, Vibram introduced its first finished product: Vibram FiveFingers®, a revolutionary and patented glove-styled shoe.

The flagship location will feature "experience zones" throughout the floor allowing visitors to wear test FiveFingers on inlaid marbles, woodchips, grass, stones and even a bumpy yellow safety strip used in the subway. The store will also display an interactive timeline area summarizing the company's 70-year legacy in sole design. Throughout the space it will showcase partners' product on a themed, rotating basis. A "living wall" of plants will discreetly mask the register area, creating a private checkout experience. The ambiance and vibe of the flagship store is a direct reflection of Vibram's outdoor and Italian heritage, with natural materials, complimentary espresso and historic brand items. The space will offer select models of Vibram FiveFingers as well as a few models only sold in Europe.

"We consider this more of a brand interaction than a store," explained Post. "We want visitors to experience Vibram in an unconventional way. Every office employee will have the opportunity to work in this space in order to collect valuable feedback from our consumers on a daily basis."

Vibram® is recognized worldwide as the leader in high performance soles for outdoor, recreational, work and fashion footwear and is relied on by the world' s greatest climbers and athletes. In 2006, Vibram introduced its first finished product: Vibram FiveFingers®, a revolutionary and patented glove-styled shoe, an unrivaled alternative to conventional footwear. Recognizing the company's pioneering efforts in minimalist footwear, Time magazine named Vibram FiveFingers one of the best inventions of 2007 in the category of health. The company is committed to promoting and confirming the health benefits of near barefoot or natural running and fitness training, and views this as a unique opportunity to help redefine athletic footwear. Vibram® soles have set the standard since Vitale Bramani created mountaineering's first rubber lugged sole in the late 1930's. Vibram® soles have gone on to conquer Mt. Everest, K2 and a host of the world's tallest peaks. Today, the company works with premium brands including Danner, La Sportiva, Lowa, Merrell, Red Wing, Scarpa, The North Face, Timberland, Vasque, Wolverine and many more. Visit Vibram at vibram.com or vibramfivefingers.com.

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