US-based outdoor apparel, footwear and equipment brand, The North Face, is expanding its store network in key tourist areas around New Zealand, with the launch of a new store in Christchurch this month.

The 160sqm store is the retailer’s third standalone store in the market, with existing locations in Auckland and Queenstown.

“We see Christchurch as the gateway to adventure on the South Island. It’s an important stop where many travellers, climbers, and hikers outfit before they take off exploring the South Island,” Paul Karis, general manager of The North Face Australia & New Zealand said about the decision to open a store there.

“Christchurch has a vibrant local outdoor community we look forward to engaging with through in-store events, talks and other activities.”

The store is the first in the country to utilise The North Face’s global fixtures and fittings. It also features a mountain scape that covers the entirety of the shopfront façade and incorporates local elements, such as local trees from the Canterbury area and imagery from around New Zealand.

The store is located in an emerging outdoor precinct, which currently includes a Macpac, and next year will include Kathmandu.

“For us, our participation in delivering this store, which we’ve worked on for several years, is certainly about contributing to the renewal of Christchurch, and creating employment in a city that is rebuilding itself,” Simon McChesney-Clark, group general manager of retail at The North Face, said.

“Being the outdoor hub that it is, there is a huge affinity between the New Zealand customer and the values of The North Face, so there is a strong correlation between place and brand.”

The store is hosting an official launch on December 22 and 23, when guests can join The North Face team for food from local caterers, The Vagabond Chefs, drinks from Three Boys Brewery, live music and giveaways.