Ibex Breaks into Brick and Mortar

Merino wool apparel and accessories brand Ibex Outdoor Clothing (White River Junction, Vt.) opened its first store in the Back Bay area of Boston. The new 1000-square-foot location is on Newbury Street and is the first of several planned stores.

“Opening our first retail store and allowing customers to touch and feel our products while engaging with our people is a milestone for Ibex,” says John Fernsell, Ibex’s founder and ceo. “We aim to educate people that wool is the very best textile for those who live an active lifestyle, due to its superior natural performance properties to regulate body temperature and resist odor.”

The company has hired retail operations leader, Vinita Goswami, formally of lululemon athletica USA, to serve as general manager of retail store operations.