Outdoor lifestyle brand The North Face, a VF Corporation label, has opened its first Asia-Pacific member center at the Xintiandi Dongtaili shopping area in Shanghai on Nov 3.

The new space blends The North Face's spirit of exploration while responding to evolving consumer lifestyles, combining retail, experience, and community interaction in one destination.

Outdoor lifestyle on the rise

Recent data from JLL shows that in nearly 40 major shopping centers in Shanghai, the share of newly leased space for sportswear brands has risen sharply, from 14.2 percent in 2023 to 28.4 percent in the first three quarters of 2025. As of September, more than 250 stores have been opened by over 35 professional and niche outdoor brands in the city, with several international names making their China debut.

The surge reflects a broader consumer shift from product-centered consumption to a balance of goods and experiences. Increasingly, shoppers seek lifestyle resonance and emotional connection with brands rather than purely functional products.

A new kind of retail experience

Against this backdrop, The North Face's new member center represents the brand's reimagined relationship with its customers. Inspired by the concept of "modern outdoor living", the space features the brand's signature dome tent structure at its core, creating a natural yet minimalist environment.

Inside, the store is divided into themed zones offering a full range of performance-driven and design-focused gear, from the Summit Series for high-altitude expeditions to the Urban Exploration collection for city adventures. A carefully planned layout bridges professional outdoor scenarios with everyday urban life.

The store also includes a personalized member zone, where members can enjoy custom gear services, exchange city-inspired gifts, and take part in year-round online and offline community events.

Legendary explorers share their stories

To celebrate the opening, The North Face invited two of its global athletes, Jimmy Chin, the Oscar-winning documentary filmmaker and mountaineer, and Jim Morrison, the legendary skier who recently completed the first-ever ski descent of Everest's Hornbein Couloir, to meet fans in Shanghai.

Their appearance brought the brand's motto "Never Stop Exploring" to life. Chin and Morrison shared stories of adventure, resilience, and personal growth, highlighting how exploration continues to define the human spirit.

Morrison's historic ski descent was captured by Chin's team and will feature in Chin's upcoming documentary, tentatively titled Everest North.

Long-term confidence in China

The launch of the member center underscores VF Corporation's long-term confidence in the Chinese market. The group plans to strengthen its retail and digital capabilities while expanding its multi-brand and multi-channel presence in the country.

"Chinese consumers today are embracing outdoor sports not just as a trend, but as a new form of health, self-expression, and social connection," said Winnie Ma, president of VF Corporation, Asia Pacific.

"China is our second-largest market globally, and we are committed to deepening our local presence, driving innovation, and building stronger connections with our consumers here," she added.

Source: Shanghai Observer