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TNF Opens Birmingham Store

UK's fourth dedicated The North Face store is now up and running at the Bullring in Birmingham.


Posted: 15 October 2008
by Jon

The North Face has opened a new store at the Bullring Shopping Centre in Birmingham selling the entire range of the brand's clothing, equipment and footwear.

The North Face store in Birmingham

The  store is the first in the UK to be wholly owned by The North Face, the other three dedicated shops are run in partnership with major outdoors retailers, but like the others it's sited in a popular shopping area alongside major high streeet names.

The new store is on the middle level of the Bullring close to Selfridges and has, it says here, 'updated retail design scheme, featuring a blend of nature and innovation, with a contemporary, industrial feel' - in other words it looks like a nice shop, not a scary climbing ghetto where normal shoppers fear to tread...

Spot on if you want to buy The North Face in Birmingham, though I guess that's pretty obvious. More details of the brand's current range of clothing, footwear and equipment at www.thenorthface.com.

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I've had a few good purchases from the TNF outlet store in Bicester village. But they have been despite the best efforts of some of their staff to confuse & mislead... and even insult me!

On my latest trip, the store manager insisted that the word Quantum (in context of the Women's Catalyst down jacket) referred to some special property of the insulation to be compressible. He even showed me the Pertex Quantum label with its pretty images of two 'volumes' - one being smaller than the other. When I suggested that Pertex Quantum was the face-fabric, and had nothing to do with the down... he got, let's say, agressive. "Is it you or me who works in this shop ???". When I pointed out that there were other non-down articles in the shop labelled Quantum, and that many other brands used it from windshells to sleeping bags... he stonewalled me with 'have a nice day, sir' repeatedly. 

I still bought the thing - a very good price for a high quality down jacket that my wife would actually wear. But if TNF are letting people with complete lack of knowledge run their shops, then we have to conclude that they no longer wish to be considered a technical brand, or would rather the informed shopper sticks to using the internet!

John


Posted: 15/10/2008 at 16:48

at least you got the guy's attention - try that at Cheshire Oaks, you've no chance!

Posted: 15/10/2008 at 19:07

To be fair, at least two of the four managers I have encountered at Bicester are pretty good, and are certainly polite. They don't have an overwhelming knowledge of the market but they will refer to their catalogue if in doubt. But when you are putting your brand on the high street, I'd say that it was crucial for your staff - at least at manager level - to know what the heck they are talking about.

Posted: 17/10/2008 at 08:01

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