EMS flagship coming to Harvard Square

Eastern Mountain Sports said today it will upgrade its Harvard Square store to "flagship" status in May.

In roughly 15,000 square feet of space, the Harvard Square store will showcase the chain's new design, which will feature a larger product selection along with visuals that aim to "enhance and streamline the shopping experience," the company said.

"The Boston market is an important part of our strategy to evolve the Eastern Mountain Sports brand," company vice president Scott Barrett said in a statement.

Barrett added later in his statement, "As we execute our strategy of building the brand and reaching out to younger customers, this location is clearly a milestone in achieving our goal."

With headquarters in Peterborough, N.H., the retailer of outdoor gear and apparel operates 69 retail stores in 12 states.

(By Chris Reidy, Globe staff)