The North Face has increased its Australian footprint, opening a concept store in Hobart, Tasmania. 

This is The North Face’s 10th store in the country, located on Liverpool Street.

The company says the store’s design was inspired by Tasmania’s rocky mountains, alpine ranges, and temperate rainforesto enticecing customers to explore the region’s vast and intriguing setting.

The Tasmanian community has “an innate appreciation for all things outdoors and adventure” which aligns with the brand’s identity, according to The North Face.

Last year, The North Face launched its Explore Fund, a program aimed at increasing its involvement in the outdoor industry in Australia and New Zealand. In March, it collaborated with creative firm McCann Shanghai to develop digital collectibles on Tmall to attract younger customers.