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Roots opens largest, most innovative experience store in Chicago

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today May 24, 2019
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Canadian outdoor lifestyle brand Roots opened on Thursday its first storefront in Chicago, unveiling the brand's largest and most innovative retail space to date. 
 

Roots Chicago: Leather Lounge featuring Limited Edition Horween Leather Collection. - Roots


The store opened on Michigan Avenue and spans two floors for a total store space of 11,448-square feet, making it the largest 'Experience Store' in the brand's retail portfolio. 
 
Its design showcases Roots distinct character, heritage and iconic products, telling a story of the brand's DNA with dedicated sections like the Salt & Pepper 'Sweatbar' and a leather lounge paying ode to the company's history in handcrafting leather goods. 

Meanwhile, the change rooms act as an audiobook, sharing the stories of Roots products, customer experiences, and Canadian fun facts, while the 'Customization Workshop' allows consumers to embellish their sweats, leather bags or an iconic 'Award Jacket' in store -  an emblem of Roots style handcrafted at the Roots Leather Factory in Toronto.
 
The space also has local accents with the store featuring works by Chicago-based artists and craftspeople, including Mauricio Ramirez and Marco Miller. 
 
For the opening, Roots collaborated with Horween Leather Company on a limited-edition capsule collection of leather bags and accessories.
 
"For over 45 years, Roots has grown to represent a lifestyle and mindset," said Jim Gabel, president and CEO Roots. "In uniting the best of cabin and city, we strive to always inspire people to be true to themselves no matter where they are. We are passionate about our iconic brand, timeless products and unmistakable design aesthetic. We are excited to welcome Chicagoans to the Roots community through our most immersive brand experience to date."

This is Roots' second experimental store with the first being in Boston.
 
The Toronto-based company, established in 1973 by founders Michael Budman and Don Green, has been focused on growth in its main markets: Canada, the U.S and Asia, while also focusing on product development in leather and footwear. 
 
Most recently, it opened a new store and website dedicated to the Hong Kong market through its retail operating partner in Asia, Branded Lifestyle Group. 

The company operates 114 stores in Canada, seven in the United States, and 117 partner-operated stores in Taiwan and 37 in China.

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