Fossil’s new Boise location one of first ‘concept’ stores


BoiseDev first noted the addition of watch and accessory brand Fossil to Boise Towne Square earlier this year.

The brand opened the doors on the store on April 10th – and is touting it as a new ‘experiential store concept.’

“Customers are shopping in a different way—largely in part to the ease of online and mobile shopping, and we recognize that and want to be part of a convenient, enhanced shopping experience.‘‘ Steve Evans, Fossil executive vice president said in a prepared statement.

The Boise location is the chain’s fourth such store – which focuses on highlighting “the spirit of ‘makers.'” It features the ability to engrave and emboss its watches with a number of icons – including “the Idaho state outline and a potato.” The outlet also features an updated brand look. Here’s the marketing speak:

New materials and color palettes like tonal gray, brass finishes, brick floor and pops of black paired back to plywood, add a soft modern touch to the design elements. Everything in the store is modular, adding a unique flexibility for both selling and storytelling. All the design elements were chosen specifically to lean into the concept of celebrating craftsmanship—which has been one of the founding principles of Fossil brand since its inception 35 years ago.

The store is located in the former Gymboree space on the lower level across from Apple.

Don Day - BoiseDev Editor & Founder
Don Day - BoiseDev Editor & Founder
Don is the founder and publisher of BoiseDev. He is a National Edward R. Murrow Award winner and a Stanford University John S. Knight Fellow. Contact him at [email protected].

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