The North Face opens its largest store in Asia

The opening of the North Face flagship in Hong Kong is the first tangible sign of a market recovery in the country.

The North Face, an American brand specializing in high-quality, technologically advanced sportswear and footwear, has announced the imminent opening of its largest store in the Asia-Pacific region. 

The outdoor brand will open a 350-square-meter store at the K11 Art mall in Hong Kong's Tsim Sha Tsui shopping district. The official opening is scheduled for Dec. 2, 2021. 

"The K11 store is the largest store in Asia and the broadest representation of our assortment, as we are still very interested in opening physical stores," commented VF Corporation's Asia Pacific and Emerging Brands group president. 

Analysts believe the opening of The North Face flagship in Hong Kong is a first tangible sign of recovery for a market hit by the 2020 crisis. 

Meanwhile, local retailers are eagerly awaiting a recovery in sales after the border with mainland China opened in early December. Many brands have been forced to close their stores in Hong Kong after declining the number of tourists from China in 2019. Last week, it was revealed that Burberry will close its flagship store on Causeway-Bay in early 2022. Earlier, Prada and La Perla stores closed in June and September 2020. In addition, mass-market brands, including Topshop, Gap, and Victoria's Secret, have also reduced their presence in the market. 

More about shopping malls in Hong Kong