The Swedish outdoor lifestyle brand Tretorn has a new home in SoHo. The 1,300-sq.-foot store, located on Spring Street, is the first New York City location to showcase all of the brand’s collections and follows the brand’s first store opening in the US last November in Georgetown, DC and this spring’s Tretorn Wellie Wagon in several outdoor spaces.

The breezy, unapologetically preppy interior showcases Tretorn’s colorful sneakers and rubber boots for men, women and kids; Kläder, Tretorn’s line of chic men’s apparel; accessories; and eyewear. In addition to Tretorn’s mainline collections, the shop sells bicycles, boats and other lifestyle items with a nod to the brand’s Scandinavian roots.

“Tretorn chose New York City, Soho particularly, not only because this neighborhood has really embraced the brand, but also due to the young, vibrant personality of the area,” said Antonio Bertone, Tretorn’s CMO.

“Soho’s Tretorn Shop is the one place where New Yorkers and visitors can see and feel the brand all under one roof. As soon as you walk in you will know exactly what we mean by the Tretorn Lifestyle.”

Founded in 1891, Tretorn remains a leading brand of outdoor products in Scandinavia. Acquired by Puma AG in July 2001, the brand added a line of men’s apparel to their collections in the fall of 2007. This spring it debuted a line of eyewear by Modo. Tretorn’s global marketing, retail, and sales headquarters remains in Boston, MA, along with Puma’s American headquarters.