In 2010, Icebreaker opened its first store in Auckland and its first independent store in Europe, in collaboration with Travel Store SARL as retail partner, at 21st Avenue Michel Croz, Chamonix, Mont-Blanc, France. The company opened its first store in the SoHo neighborhood of New York City in November 2010, to be followed by continued retail expansion.
In 2010, Icebreaker established its initial store in Auckland and its inaugural independent European outpost at 21st Avenue Michel Croz, Chamonix, Mont-Blanc, France. Simultaneously, it opened its first store in the SoHo area of New York City in November 2010, with plans for continued retail growth.