Global athletic footwear brand New Balance has revealed plans to open a new retail location in Sweden, marking the brand’s ongoing expansion within the Nordic region.
The store spanning around 360m2 will be located within real estate company Hufvudstaden’s Kungsgatan 6 property in the heart of Stockholm.
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Established in Boston, US, New Balance caters to top-tier athletes and regular fitness aficionados with its performance-driven merchandise.
The Stockholm store will present selection of New Balance goods, including performance footwear, athletic apparel, and lifestyle fashion lines.
Hufvudstaden business development retail head Emanuel Westin said: “We are very pleased that New Balance has chosen one of Hufvudstaden’s properties on Kungsgatan for its new retail establishment in Sweden. The concept store is a valuable addition to the existing retail offering and further strengthens Kungsgatan as a commercial street and vibrant meeting place in the heart of the city.”
Kungsgatan has emerged as a central spot for sports, outdoor activities, and lifestyle brands, drawing an increasing number of international labels.
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By GlobalDataIn 2023, New Balance opened a retail concept at Westfield Stratford City in London, which prioritises the consumer experience by focusing on people rather than products.
The brand reopened its flagship store on Oxford Street, London last month after the completion of a redesign programme.
New Balance EMEA encompasses a workforce of over 1,800 individuals distributed across 16 European nations. Additionally, the company operates its own production facility located in Flimby, England.
Last month, Swedish activewear brand Stronger announced plans open its first flagship store at Norrlandsgatan 10 in Bibliotekstan, a retail destination also owned by Hufvudstaden.
The 130m2 store will serve as a physical extension of the brand’s digital universe, featuring campaigns, events, and an engaged community.
