New Balance launches new store concept

New Balance has launched a new retail concept at London’s Westfield Stratford City.

With a strong focus on the customer experience, the store is aimed at younger consumers and will encourage customers to “convene, draw inspiration from each other”.

The shop will offer an assortment of merchandise for both athletes and fashion lovers. Some products will have accompanying visual storytelling to highlight the makers and origins behind them.

Ian Fitzpatrick, senior director of global brand strategy and operations at New Balance, said: “This store represents a big step forward in the way we think about our retail environment, featuring a much tighter, more focused collection built specifically for the younger consumer. The space is not built to tell all our stories, just those most relevant to our consumers – a shift that reflects our intention to invite new audiences to discover the brand, maybe for the first time.”

The London Stratford store is the first of its kind globally and will be followed by a second opening in Boston, Massachusetts this year.

Alyson Hodkinson, general manager at Westfield Stratford City, added: “The opening of New Balance‘s flagship store represents a major milestone in the evolution of our sportswear and athleisure offerings. Our vision for Westfield Stratford City has always been to curate a dynamic retail space that resonates with our diverse community the addition of New Balance is a testament to our commitment to provide an exceptional shopping experience that speaks directly to our consumers’ preferences and aspirations.”

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