Thule has selected downtown Denver for its first store in North America.

The Swedish company, best known for vehicle accessories such as roof and towbar bike racks, occupies 1,600 square feet in Market Station, the new mixed-use project developed by Denver-based Continuum and New York-based Clarion Partners .

“Like many other brands, we view the state of Colorado and the city of Denver specifically as an outdoor hub when it comes to consumers,” said Thule spokesman Chris Ritchie.

The Thule store, slated to open June 11, is on the Market Street side of Market Station, which takes up most of a downtown city block along 16th Street Mall.

The retail section of the project has been named the “Basecamp Market Station” to attract outdoor businesses. Boot company Danner also previously confirmed plans for a deal on the project.

While Thule (pronounced “to Lee”) still sells a lot of cargo ships to be placed on your SUV, the company now also offers backpacks, luggage, jogging carts and roof tents. Richie noted that the company acquired Colorado-based bag maker Case Logic in 2007 and the Chariot brand for trailers and strollers in 2011.

“It was a deliberate shift from an automotive accessory brand to an active lifestyle brand,” he said.

Thule has “a few dozen” stores of its own in Europe, Asia and South America. Up until that point, the company in North America was content to only sell its products through retailers like REI and local bike stores.

But these retailers generally only sell some of Thule’s products. For example, Richie said the company sees value in a business that will carry the company’s entire line of products, especially its newer components.

“There is still a certain awareness that we want to drive,” he said.

Ritchie said Thule was generally interested in more US stores but had “nothing really planned at this point”.

The downtown store is run by Rack Attack, whose auto accessory stores typically sell Thule and other brands. In Colorado, Rack Attack has stores in Golden, Colorado Springs and at 5500 E. Evans Ave. in Denver.

The 10-story Market Station is located in a “U” around the main RTD building at 1660 Blake Street. It also has apartments and offices that Chase Bank has attracted as tenants.