In October, Icebreaker will open a new corporate store, called TouchLab, in Chicago on a retail area of about 200 square meters. The store will be located in the shopping area of GoldCoast Magnificient Mile, not far away from doors of Lululemon, Patagonia and Burton. Currently, the merino wool brand from New Zealand runs nine TouchLabs in North America. Number 10 will open in Bethesda, Maryland, outside Washington, D.C., next September.

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