Merrell, the leading performance outdoor footwear and apparel brand will open its first-ever company-owned US retail store this August in San Francisco’s Union Square district. The 2,400-sq.-foot flagship on 285 Geary Street will showcase a complete selection of men’s, women’s and children’s products, including the brand’s innovative multi-use technical jackets, fleece, wovens and accessories.

“San Francisco is recognized as a community of active, outdoor enthusiasts and urbanites, all synergistic to Merrell’s core company values,” says Seth Cobb, VP and general manager of Merrell.

The store interior is not only expected to reflect Merrell’s passion for innovation and the outdoors but also provide a more interactive shop experience with a community bulletin board and seminars.

The Bay area store will serve as a model for future Merrell stores.