Timberland's second foray into Boston has tighter focus

03/18/2011 | Boston Globe (tiered subscription model), The

New Hampshire-based Timberland has opened a new store in Boston, its first in the market since closing its only location in 1998. The seller of sturdy namesake boots and outdoorsy apparel says it plans to do things differently this time around, with a targeted, brand-specific merchandise lineup of footwear and apparel. "One of our biggest problems before was the lack of brand focus. We had too broad a range of products with things like women's handbags," said CEO Jeff Swartz.

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