66° North opens a store in London
Fannar Páll Aðalsteinsson in front of the new store for 66°Norður in London. mbl.is/Árni Sæberg
The final touches are being made in a brand new store for the Icelandic company 66° North, which will open at Regent Street in London at the end of November.
Construction has been ongoing on the premises, with the location being approximately 330 square metres in size. The store’s design is by the same architects who designed the company’s store on Laugavegur in Reykjavík, taking inspiration from Icelandic landscape.
66° North makes quality outdoor clothing which has been very popular in Iceland and it known for its durability and style. The company was founded in 1926 and prides itself on carbon neutral products.
Small brand in competition with big players
Fannar Páll Aðalsteinsson, the marketing manager at 66°North, has been staying in London for the past few weeks to prepare for the opening.
“We are very excited about the opening of the store. The location here is excellent and there has been a lot of promotion, but at the same time we realize that we are a small brand in competition with big, well-known players,” Aðalsteinsson tells the Business section of Morgunblaðið.
