The North Face becomes official winter uniform partner of Alterra Mountain Company

By

Gabriella Lacombe

Published
Jan 31, 2019

The North Face has entered into a 5-year retail, uniform and sponsorship agreement with American hospitality group Alterra Mountain Company, becoming the official winter uniform outerwear partner of select Alterra destinations.

As part of the sponsorship, The North Face will provide exclusive gear to these destinations, offering equipment for outdoor enthusiasts that visit Alterra locations.

The hospitality company's range of recreation, real-estate development, food and beverage and retail businesses includes sites at Steamboat and Winter Park Resort in Colorado; Squaw Valley Alpine Meadows and Big Bear Mountain Resort in California; and Snowshoe in West Virginia. However, the locations that will receive equipment from The North Face have yet to be disclosed. 

The partnership between the two companies will expand The North Face’s retail footprint to include the hospitality company's destinations, with plans to open more retail locations in the future. The deal will also allow The North Face to bring exclusive events, like on-mountain programs, athlete engagement and collaborative content development, to Alterra sites. 

“We are excited to partner with The North Face to present a strong brand offering within our retail environments and we look forward to developing more The North Face partner stores at our destinations,” said Kat Jobanputra, senior vice president for retail and rental at Alterra Mountain Company, in a release.

“We will collaborate on the development of unique products for our company-wide staff and the consumer. It’s an ideal combination of The North Face’s expertise with new gear, fabric and design technologies, with Alterra Mountain Company’s industry experts who live, work and play in the mountains."

The North Face is currently owned by VF Corporation, and stands out as one of the apparel company's leading brands along with Timberland and Vans.