By Meredith Carling
Blooming flowers and high temperatures are not the only indications of change in Boston this season. With the return of spring, Newbury Street will be experiencing some transformations of its own.
After more than a decade of absence, clothing company Timberland has returned to Newbury Street. Returning with a new approach for its second time around, the store debuted March 18 at 201 Newbury St., where it has replaced the Gap store.
Timberland’s previous store on the block, which closed more than 12 years ago, may have been too urban for the swanky eight-block stretch. Timberland President and CEO Jeff Swartz told The Boston Globe that the store did not concentrate enough on the brand’s signature items, and offered too broad a range of products, like women’s handbags.
“When I was younger I had so much Timberland stuff, but it kind of died out,” said Adam Aktchian, an undeclared sophomore. “I’m definitely glad Timberland is coming back and I think what they’re doing is really cool.”
Now, the company is redirecting its focus to its origin: selling outdoors items, like boots, clothing, other types of shoes and equipment. The new retail location is furnished with old athletic bleachers as tabletops, reclaimed wood and a 25-foot-long mural of Boston. It also displays Bostonian sports memorabilia like Celtics boat shoes and an engraved “12” in the ceiling, to represent the jersey number of Patriots quarterback Tom Brady.
“I believe the store will get more sales with Boston sports memorabilia because tourists come here and to Newbury Street to buy that, and so do all of the college students that live in the city,” said Christie Lee, a freshman health sciences major. “I also like how they are staying true to themselves and returning to the outdoors style.”
More changes are happening down the block, although they are less visible. Linear Retail Properties, a Massachusetts commercial real estate company, bought four condominium buildings at 292-296 Newbury St. earlier this month. The properties, which were purchased from Providence Real Estate Holdings of Newbury Street LLC, currently house MiniLuxe Back Bay Spa, Michael Labrecque Salon and Audrey’s Pet Supply and Services and will welcome Vibram USA Footwear this spring.
“We chose Newbury Street because it is one of the top retail corridors in Boston,” said Aubrey Cannuscio, head of the acquisitions/dispositions department at Linear Retail Properties. “We are real estate investors looking for a predictable return, and that is what we see with the new property we purchased.”
As far as plans go, the LLC will not be changing anything about their new properties: five-story residential/retail 19th century brownstone apartments totaling in 5,716 square feet, which lie between Hereford and Gloucester Streets near Steven Madden, Johnny Cupcakes and Back Bay Hair Designs.
The nearly $6 million purchase has proved to be a success, as the three retailers currently in business are well off, Cannuscio said, while Vibram USA Footwear is still awaiting its grand opening this season.
“I have only been working for Linear Retail Properties for two weeks, but so far I am satisfied and have nothing negative to say about them,” said Brittany Bang, owner of Audrey’s Pet Supply and Services located at 296 Newbury St. “My hope is that they still take care of small businesses in small-business fashion.”
