La Sportiva has made its retail debut stateside.

Italy-based outdoor footwear brand La Sportiva has long called Boulder, Colo., home for its North American operations. It is also where La Sportiva opened its first U.S. brick-and-mortar store. The new store is located at 2100 Broadway, and it opened its doors on Jan. 2.

“We are not just opening a store here. We are creating a hub for the outdoor community,” La Sportiva North America president Jonathan Lantz said in a statement. “Boulder is renowned for its amazing access to climbing, trail running and backcountry skiing. This store is designed to be a gathering place for mountain athletes, where the local community can come together to share their passion, experiences and knowledge about the sports they love.”

In terms of products, La Sportiva said in a statement that the store will feature its full collection, which includes climbing and running shoes, apparel and ski touring gear.

Aside from products, the brand explained via statement that it hopes to turn the Boulder store into a community center that hosts events, workshops and group runs “that celebrate the outdoor lifestyle.” Also, La Sportiva stated the location will serve as a place where beginners can learn, experts can share and everyone can experience the quality and innovation that La Sportiva brings to the world of mountain sports.”

This new location, La Sportiva explained, is part of its global brick-and-mortar strategy that “aims to further integrate the brand into mountain towns across the world.” The Boulder store is La Sportiva’s first in North America, and the brand has 12 stores in climbing and mountaineering towns throughout Europe.

“As we expand into the U.S. market, we want to draw a through-line back to our history in the Dolomites and connect with communities that share our passion for the outdoors,” La Sportiva president and CEO Lorenzo Delladio said in a statement. “Boulder has a rich history in the outdoor space, and its populace shares our views on the importance of environmental responsibility. We believe this is the perfect location for us to connect with our customers on a deeper level. Our goal with this store is not just to sell product, but to give something back to this wonderful city that has given so much to our brand over the years.”