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Today is the grand reopening of the Eddie Bauer Easton Town Center Location. The new storefront includes The Eddie Bauer Ice Box, a large, industrial freezer that was built so that customers could see for themselves how the outerwear would stand up against the cold before they purchased it.
Other updates include a trendy, new layout with clothes organized by activity level. Customers can navigate their way around the store with a bright, easy to see signage.
“It’s kind of a reimagined, modern interpretation of our long rich active outerwear style,” said Eric Gorenz, the store manager at the Easton Eddie Bauer.
“We’re trying to expand our client base,” said Gorenz, who has worked for Eddie Bauer for the last 7 years. “We’ve been around a longtime—since 1920—so we have some long time faithful customers. But we’ve got to bring some new people in, too.”
One new feature of the store is sure to bring in a few new faces is the Eddie Bauer Ice Box.
This concept may be new to customers, but it is not new to the company.
Eddie Bauer, the founder of the outerwear retailer, wanted to ensure that the products he was selling were of the highest quality. Bauer would either go himself or send employees around town to test out their merchandise in commercial freezers.
“It’s great to kind of touch on that heritage, but bring it into the modern age,” said Gorenz.
The 8-by-8 foot Ice Box can reach 10 degrees Fahrenheit and includes fans to simulate windchill.
I decided to brave the cold to feel the frigid temperatures myself. When I stepped into the freezer, the temperature was set to 16 degrees Fahrenheit. First, I went in without a jacket. Let me tell you, it was just as cold as it sounds. Then I tried on one of Eddie Bauer’s First Ascent down jackets and went back in. Once I had the jacket on, I could hardly feel the chill of the Ice Box.
Yes. That is a giant block of ice. The Eddie Bauer Ice Box means business, but so do the outdoor outfitter’s coats. It is no wonder that Jim Whittaker, the first American to ever reach the summit of Mt. Everest, was wearing an Eddie Bauer down coat when he made the trek.
The Eddie Bauer Ice Box at the Easton location is the second Ice Box in existence. The original Ice Box is located in one of the retailer’s stores in Bellevue, WA.
The new Eddie Bauer Easton location is in the North District of the mall and is neighbors with outerwear competitor The North Face. Despite the proximity of North Face and other rivals like L.L. Bean, Gorenz is not concerned about the competition.
“We were first,” said Gorenz. “The original outdoor outfitter.”
The grand opening festivities will continue this weekend. Saturday, March 25, Eddie Bauer will host a Campout Challenge. The activities will include camping related challenges and games, a DJ, and a photo booth inside of the Eddie Bauer Ice Box. Stop by between 11 a.m. and 5 p.m. to join in on the fun.
For more information on Eddie Bauer and their products, visit their website.
Are you planning on checking out the new Eddie Bauer digs? Post a picture on Instagram and use the hashtag #navigatetheEBbox
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