US outdoor clothing brand Woolrich has opened its first concept store in Shanghai, its second store in Greater China following its debut at Sogo Hong Kong.

Located at HKRI Taikoo Hui, the boutique features a facade inspired by a birch forest, along with an archive gallery on the second floor and a blanket corner designed to bring the outdoors into the retail space.

The flagship carries Woolrich’s menswear and womenswear collections across outerwear, seasonal apparel, and accessories.

Eric Lee, channel operations director at BXN Group, said the Shanghai flagship represents the next step in the brand’s Greater China expansion.

“Woolrich’s Shanghai flagship is the second chapter in our Greater China story – building on decades of sartorial craft to assemble a portfolio of global lifestyle brands, from the precision of formalwear to the performance of the outdoors,” Lee said.

Founded in Pennsylvania in 1830, Woolrich began as an outdoor apparel maker for workers, explorers, and those facing extreme conditions. Since its launch, the brand continues to draw on its heritage through products including the Arctic Parka and its signature buffalo check pattern, while positioning itself as a premium outdoor lifestyle label.

• Further reading: Rimowa opens first Mainland China flagship in Shanghai.