According to Outdoor i magazine, Patagonia is to open a new Central London showroom this month. The move is part of a decentralisation plan by European MD Stefan Whalen. He is quoted in the magazine as saying “Patagonia’s aim is to become a top three player within its main key categories; refining its infrastructure through de-centralisation is a key part of that plan to support regional businesses.”
This is interesting news considering the flagship Covent Garden store only closed back in January this year. Here at GWA HQ, we are also a little curious to know what Mr Whalen considers to be their main key categories, with the further news that they are to exit footwear. Autumn 2014 will be the finals season for footwear manufactured and sold under the current licence agreement with Wolverine.