Moose Knuckles Expanded Retail Footprint to Berlin, Chicago
The luxury apparel brand has opened new locations as part of its seasonal push into major international cities.
Updated on Sept. 22, 2026 in Openings & Closings
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Montreal-based Moose Knuckles has established new storefronts at 200 Kurfürstendamm in Berlin and 744 North Michigan Avenue in Chicago. These locations serve as central hubs for the company's autumn/winter 2026/27 City Tundra campaign.
Why it matters
The physical expansion marks a strategic shift for the brand, which previously tested regional markets with temporary pop-ups, such as its 2020 appearance in Düsseldorf. These permanent flagship-style spaces allow the brand to anchor its global seasonal campaigns within high-traffic urban shopping districts.
Moose Knuckles, founded in 2009, is scaling its presence from temporary models to permanent retail hubs in major international markets. The company is now supporting its 2026/27 seasonal cycle through these specific sites.
The players
Moose Knuckles
A luxury outerwear and apparel brand founded in 2009 that manages a growing international network of permanent retail stores and seasonal marketing activations.
Ellen Kinney
The Global CEO of Moose Knuckles who has led the company's international retail expansion strategy since May 2025.
The details
The new stores feature a standardized design concept that incorporates wood, travertine, terrazzo, stainless steel, and brass to maintain brand consistency. These locations are integrated into the broader City Tundra campaign that launched worldwide on September 10, 2026. The spaces act as venues for consumer engagement, with dedicated events scheduled throughout the autumn months to drive local traffic.
Timeline
2009: Moose Knuckles was founded in Montreal.
2020: The brand held a pop-up appearance in Düsseldorf.
May 2025: Ellen Kinney assumed the role of Global CEO.
September 10, 2026: The City Tundra campaign launched worldwide.
October 29, 2026: A special event is scheduled at the Berlin store.
Market Landscape
This move to permanent locations represents a transition from the brand's 2020 Düsseldorf pop-up model toward a more capital-intensive, stationary retail strategy. The shift follows a broader industry trend of luxury brands establishing permanent, experience-focused hubs to sustain seasonal collection marketing.
Retail operators should monitor how Moose Knuckles uses its physical floor space to host activations and events as a tool for customer retention and collection promotion. The transition from temporary testing to permanent brick-and-mortar storefronts signals a focus on long-term brand equity in high-rent urban corridors.
The takeaway
The move from temporary testing to permanent retail reflects the company's push to anchor its seasonal campaign revenue in key global markets. Operators should track how the brand uses its October 2026 event schedule at these new sites to convert seasonal foot traffic into long-term customer loyalty.
What happens next
Moose Knuckles will host activations at ComplexCon in Los Angeles on October 3 and 4, followed by a specific event at the Chicago store on October 17 and the Berlin store on October 29.
Further reading
For more on industry retail strategies, visit Openings & Closings.
Source note: This article includes information reported by FashionNetwork.
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