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Barbara Santamaria
Sep 23, 2020
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Moose Knuckles unveils new pop-up concept in Düsseldorf

Translated by
Barbara Santamaria
Sep 23, 2020

Luxury label Moose Knuckles has opened a pop-up store featuring a new experiential concept in Düsseldorf, Germany. The space introduces a bold new approach by the Canadian retailer. Developed by French design firm Bureau Betak, the store concept will be rolled out via a string of strategically located pop-up stores in Asia, North America and Europe throughout the year, Marco D'Avanzo, general manager and vice-president of sales and marketing told FashionNetwork.com at the store opening.

The new pop-up is located in Düsseldorf's Kö-Bogen retail complex - Moose Knuckles

Despite the coronavirus crisis, the brand has continued to see remarkable momentum. Global sales have remained stable, there have been no serious cancellations and the label's order book has remained largely unchanged, D'Avanzo said.

The executive is more concerned about how climate change will impact the company’s core outerwear business. The brand’s waterproof coats and sleek jackets can’t continue to carry the weight of growth, so the company is working on expanding its product universe to offer a broader range. Sweatshirts, T-shirts, fleeces and accessories like hats and caps are already on sale in the Düsseldorf pop-up.

Spreading over 968 sq ft, the temporary store sits alongside a 2,400 sq ft unit the Canadian brand has taken in the Kö-Bogen complex for extra office space and storage. 

“Central Europe and Germany have reacted particularly well to the brand. We opened our first European store in Düsseldorf in 2017,” D’Avanzo said.

Marco D'Avanzo photographed at the store opening in Düsseldorf - Rüdiger Oberschür

The pop-up will run until the end of February. And while the pandemic and a shift towards e-commerce have thrown the future of bricks-and-mortar retailing into doubt, Moose Knuckles wants to focus on expanding its global footprint via a series of strategically located experiential pop-up stores.

The brand’s approach to building local communities through events and collaborations seems to be working well.

“We recognized the shift in the consumer landscape and launched this experiential concept to meet our community in their local playground. The foundation of our brand has been built with grassroots, authentic and emotional ties to our customers worldwide,” D’Avanzo explained.

By focusing on both established and emerging markets, Moose Knuckles wants to simultaneously strengthen relationships with new and long-standing customers alike.

“Pop-up locations will have experiential moments that will both astound and confound in a way that is uniquely Moose. This strategy is in line with the brand evolution and the new consumer journey that we are revealing this season on our e-commerce platform,” said Andrea Elliot, executive VP of direct to consumer.

Using shopping patterns and data on digital behaviour, the brand has targeted specific locations where demand is high to bring the latest store concept to life.

The locations include London, Milan, Düsseldorf, Stockholm, Amsterdam, Liverpool, Beijing, Hangzhou, Shanghai, Philadelphia and New Jersey, with openings taking place over the next three months. A further German pop-up is poised to open in Hamburg in November.  

“Strategically, we also see this as an opportunity to prepare for our next phase of expansion, which will include these key cities through our global retail rollout,” D’Avanzo concluded. 

“We will continue to collaborate with the best retailers globally in order to increase brand awareness and expand globally.”

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