New Balance opens London brand hub in Covent Garden
New Balance has opened a new brand hub in London’s Covent Garden as it strengthens its investment in the UK market and its commercial partnerships.
The hub has been designed to support seasonal sell-in, strategic planning, product storytelling and partner collaboration throughout the year. It will also serve as a central London base for partner meetings, brand ambassador events, press previews and stakeholder meetings.
Subscribe to TRBThe space has dedicated areas for New Balance’s lifestyle and performance categories, with product displays for running, football and tennis, as well as its wider lifestyle range.
It also includes a new “Made In” lounge, which builds on the space at New Balance’s Oxford Street flagship store. It showcases the brand’s Made products and highlights the craftsmanship of its Flimby workshop.
Ger Wright, VP sales EMEA at New Balance, said: “The opening of our new Covent Garden space represents a significant investment in our continued commitment to the UK market and our partners.
“This space creates a dedicated environment where we can showcase the breadth of the New Balance brand, bring our innovation and storytelling to life, and collaborate more closely with those who help drive our growth.
“As we continue to invest in London, this brand hub will play an important role in strengthening relationships, elevating the brand experience and supporting our ambitions for the future.”
