Timberland Celebrates its New England Roots and Opens Store in Boston

Timberland offers its own take on "green" for St. Patrick's Day store opening in Boston.

STRATHAM, NH —March 17, 2011— Today, the Timberland Company opened its new Boston retail location at 201 Newbury Street (at Exeter), bringing the brand's authentic outdoor footwear and apparel to one of the Northeast's premier retail neighborhoods. Construction for the new store – housed in the old Prince School building – began earlier this year.

Timberland is no newcomer to Boston. Originally the Abington Shoe Company, Timberland was based on Camden Street in Boston in the mid-1900s, then moved to New Hampshire in the late 1960s. In 1978, it officially became The Timberland Company.

For its St. Patrick's Day opening, Timberland offers its own take on what it means to be “green.” In step with Timberland® stores worldwide, the new 2,500 square foot retail space is designed to reflect the Company's long-standing commitment to sustainability. Eco-conscious build-out features include the use of reclaimed wood and other materials; FSC certified woods; LED lighting; Energy Star eligible equipment and appliances; low volatile organic compound (VOC) paints; “Ecotech” recycled stoneware floor tiles; tabletops reclaimed from athletic bleachers; and water-conserving plumbing fixtures. The space also features an original 25 foot x 4 foot mural, which celebrates Boston neighborhoods as well as “green spaces” throughout the Boston area.

“As an outdoor brand with roots firmly planted in New England, we're extremely excited to be bringing a new store to Newbury Street in Boston,” said Jeff Swartz, President & CEO, Timberland. “Everything we do is informed by our New England heritage – from how we design our products and build our stores to how we engage with the local community. There's no place I'd rather expand our retail presence than right here in Boston. Our ‘hometown' consumers share our heritage and our values, and love the outdoors as much as we do. They inspire us, and we aim to equip them for all their own inspirational adventures.”

In line with the company's longstanding commitment to supporting the communities in which it does business, Timberland will award a $2,500 “Earth Day” grant in April to a community organization dedicated to environmental stewardship in the Boston area. In addition to the grant, the company – known worldwide for its Path of Service™ volunteer program – will provide up to 100 employees to serve with the chosen organization this summer, putting “people power” behind its monetary gift. Organizations interested in applying are encouraged to visit the 201 Newbury Street location or e-mail csrinfo@timberland.com for more information. Grand prize and runner-up winners will be highlighted in a store display this spring.

“We're excited to embark on this new adventure in our own backyard,” said John Pazzani, Vice President of Retail and E-Commerce for Timberland. “Newbury Street is one of the most coveted retail locations in the Northeast; the perfect place for us to showcase our brand and provide consumers the authentic outdoor gear they have come to expect from Timberland.”

From a product perspective, the Newbury Street store offers a full assortment of outdoor footwear, apparel and accessories for men, women and kids, including Timberland's popular Earthkeepers® collection of shoes and boots made from recycled and eco-conscious materials. Bostonians will also enjoy the brand's latest performance offerings, to help make the most of their next outdoor adventures. Elite collections such as Timberland Boot Company® and the Abington Collection will be available, along with a handful of exclusive footwear and apparel items.

The Newbury Street store joins several existing Timberland® retail locations in the greater Boston area: Natick, MA (The Natick Collection); Peabody, MA (North Shore Mall); and Salem, NH (The Mall at Rockingham Park); as well as outlets in Wrentham, MA; and Kittery, ME. New retail locations are also being planned in key markets across the U.S., including San Francisco and New York, among others.

About Timberland
Timberland (NYSE: TBL) is a global leader in the design, engineering and marketing of premium-quality footwear, apparel and accessories for consumers who value the outdoors and their time in it. Timberland markets products under the Timberland®, Timberland PRO®, Mountain Athletics®, SmartWool®, Timberland Boot Company® and howies® brands, all of which offer quality workmanship and detailing and are built to withstand the elements of nature. The company's products can be found in leading department and specialty stores as well as Timberland® retail stores throughout North America, Europe, Asia, Latin America, South Africa and the Middle East. Timberland's dedication to making quality products is matched by the company's commitment to “doing well and doing good" -- forging powerful partnerships among employees, consumers and service partners to transform the communities in which they live and work. To learn more about Timberland, please visit www.timberland.com.

Christina Petroni
Porter Novelli
(212) 601-8164


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