Ellis Brigham Mountain Sports, the British outdoor retail chain, has launched a new outdoor retailing concept with a first store in Liverpool, called Outsiders Store. It sells less technical and more utilitarian and lifestyle-oriented products from brands such as The North Face, Fjällräven, Danner, Patagonia and New Balance as well as from Dickies, Levi's and others in an unusually contemporary setting designed to attract younger customers.

Run by Nick Wyles, who comes from the fashion sector, the Outsiders Store describes itself as an outdoor fashion store. As the first month of operation has been encouraging, the company will soon launch a web store and a new physical store is planned for next year at a yet undetermined location in the U.K.

Robert Brigham, managing director of the eponymous chain, has launched the new concept together with a consultant, Fred Royle, a former chief executive and brand director of Westbeach who went on to establish a consultancy focusing on fashion and action sports. The two already teamed up last year to launch RMBLR, a brand of hats, socks and tee-shirts hand-made in England.

Like The Snowboard Asylum (TSA), which now has 12 stores all over the U.K., Outsiders Store is being run as a stand-alone unit of Ellis Brigham, with separate purchasing.