Sports brand integrates sustainability into flagship store

As the outdoor sports industry shifts toward more sustainable and experience-driven models, professional outdoor brand Kolon Sport is leading the charge by integrating its retail stores and operational system as part of its sustainable practices.

Its newly opened flagship store in Beijing, Kolon Atlas, has adopted an innovative design and operation system with a focus on circular economy practices.

The store highlights a growing trend in the sector, where brands are focusing on ecosystem-based strategies to differentiate themselves from competitors and eyeing long-term development in the outdoor sports industry.

The store is designed to not only showcase Kolon's outdoor products, but also embody the company's commitment to sustainability and environmental stewardship.

For example, for the first time, Kolon has set up a dedicated used-item recycling display area for the first time, offering consumers a tangible and interactive experience in the journey of recycling old clothing.

Within the store, its layout and design reflect the brand's ethos of "natural elevation", with three main areas dedicated to hiking, camping and functional travel. These spaces are inspired by the transitions found in natural landscapes, immersing customers in outdoor scenarios while highlighting the functionality and quality of Kolon's products.

The store not only serves as a retail space, but also as a platform for the brand to foster deeper emotional connections with consumers.

The key part of the initiative is the company's "re-craft" program, which encourages consumers to recycle their used garments, thus closing the loop on textile waste.

The process, which includes a clear "reservation-drop-off-points-rewards" system, turns sustainable actions into accessible, everyday participation, seamlessly blending environmental responsibility with consumer engagement.

At the heart of its sustainability efforts is its T2T (textile to textile) recycling technology.

This innovative system takes old clothing, especially those with over 85 percent polyester content, and breaks it down to a molecular level to regenerate high-quality raw materials for new textiles.

This process enables the brand to recycle discarded fabrics into valuable, reusable materials, reducing the environmental impact of textile waste.

Consumers can participate in this circular model by dropping off their old clothes at the store, where the items are sent for processing.

After the T2T recycling process, the regenerated materials will be used to create new products, closing the loop from waste to new consumer goods. Kolon integrates this recycling process into the customer experience by rewarding participants with points that can be redeemed for exclusive gifts or recycled-themed accessories.

The brand seeks to cultivate a sense of harmony between humanity and the natural world, presenting outdoor gear not only as functional, but also as part of a lifestyle that values both performance and environmental responsibility, said the company.

Kolon's flagship store is part of a larger trend in the outdoor industry. These new flagship stores are becoming key points of differentiation in a crowded market, offering both products as well as a curated experience that connects consumers with nature and sustainable living.

By integrating local culture, outdoor adventure scenarios, and sustainability practices, Kolon aims to build a loyal community that shares its values.

In line with this, the company has hosted community events that align with the "Leave No Trace" principle, including wilderness cleanups and initiatives focused on the recycling and reuse of waste. These activities give consumers a chance to engage with the company's sustainability efforts firsthand, contributing to environmental protection, said the company.