HIKING TO SOHO: When the new Arc’teryx store opens in Manhattan’s SoHo on July 23, shoppers will have added incentive to be among the first through the doors. The Canadian company will be handing out gift packs valued between $50 and $500 to the first 50 people. Next weekend’s grand opening will also give shoppers the opportunity to watch craftsmen in action, making the brand’s highly technical outerwear and equipment.

The 2,300-square-foot space will bow at 169 Spring Street. The location will be the company’s seventh fully owned store in the U.S. Additional ones are set to open later this month in Chicago, followed by one in Toronto in October. The expansion is in line with Arc’teryx’s plans to open a limited number of doors in key international cities to enhance its wholesale distribution. The brand is going after outdoor enthusiasts, weekend warriors and consumers who divide their time between major cities and ski or climbing towns.

While investing in digital has been a priority for the past five years, Arc’teryx isn’t walking away from strengthening its retail component as a more tangible way to build relationships with loyal shoppers. Adam Ketcheson, vice president of marketing and B2C at Arc’teryx, said, “New York has a strong community of progressive and core outdoor participants as well as many design-centric consumers who really appreciate our minimalist construction values.”

The company has other freestanding stores in Vancouver; Montreal; Toronto; Seattle; Boston; Washington, D.C.; Denver; Minneapolis, and Portland. Will Gadd, who last year became the first ice climber to conquer a wintry Niagara Falls, will help Arc’teryx chief executive officer Jon Hoerauf discuss the upsides of the collection’s performance features at a private preview of the store July 21. Attendees may also learn how the adventurous Gadd paraglided across the Grand Canyon and has twice broken the world distance record for the sport, covering 263 miles the second time. The 2015 National Geographic Adventurer of the Year has also kayaked down dozens of first ascents.

Arc’teryx recently introduced its thermal regulating, breathable Proton Collection of jackets, geared for alpine and ice expeditions and rock climbers. The brand has also branched out into trail running shoes.