Salomon is expanding its presence in New York City with the opening of its fourth store across the five boroughs.

Located at 141 Fifth Avenue in Manhattan’s Flatiron neighborhood, the new 4,390-square-foot store joins the French mountain sports brand’s other shops across the city in SoHo, Williamsburg and the Upper West Side. The company also has an outpost at Woodbury Common Premium Outlets just north of the city.

Guillaume Meyzenq, president and chief executive officer of Salomon, told FN in an interview ahead of the opening that the goal of the Flatiron store is to tell the “full story” of the brand.

“Our other locations in New York focus on either sportstyle, like in SoHo and Williamsburg, or performance, like on the Upper West Side,” he explained. “So, this location is the first time we are presenting all of our categories together in one storefront in the city.”

Indeed, Salomon’s new Flatiron location offers the brand’s most comprehensive product assortment in North America, the CEO noted. The merchandise mix inside features approximately 60 percent performance and 40 percent sportstyle, showcasing Salomon’s full spectrum of products — from road, gravel, and trail running to hiking, hydration, apparel, and accessories — alongside its lifestyle footwear and apparel collections.

As for the store’s unique design details, standout features include a floor-to-ceiling glass graphic that illustrates all five of the city’s boroughs while tracing the route of the New York City marathon. Plus, behind the cash wrap, a feature wall constructed from reclaimed brick pays tribute to New York’s historic red brick architecture. There’s also a treadmill on the salesfloor for consumers to test out the products.

The opening is part of Salomon’s epicenter strategy, which revolves around opening a handful of brand stores alongside elevated wholesale distribution in key metro area markets around the world with the aim of elevating Salomon’s presence and awareness.

Salomon has followed this strategy in other cities around the globe like Paris and London, and is currently working on building out its presence in Los Angeles. In October, Salomon opened its first store in the City of Angels in West Hollywood. Meyzenq confirmed that another store is slated to open in Beverly Hills this fall.

As for New York, though, the CEO isn’t sure if Salomon is done growing in the city just yet.

“If you ask me if we maxed out New York now? To be honest, I don’t know yet,” Meyzenq said candidly. “Maybe other neighborhoods in the city would make sense for Salomon in the future. Perhaps the Upper East Side may be a good place, but we will see how the business develops and how much consumer appetite there is for the brand as we get settled with the locations we already operate.”