New Balance has opened the doors to its latest retail store, located at Westfield Stratford City in London.

The store features a retail concept built to put people, not products, at the centre of the consumer experience.

The concept includes an edited assortment of merchandise as well as visual storytelling to accompany select products, highlighting the makers and origins behind them.

The London Stratford store is reportedly the first of its kind globally with a second store of the same concept opening in Boston, Massachusetts in 2023.

New Balance senior director of global brand strategy and operations Ian Fitzpatrick commented: “This store in London 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.”

In targeting younger consumers, the company recently entered into a partnership with actress and producer, Storm Reid, to launch her signature sneaker, the CT302.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

New Balance’s consumer-focused experiential retail strategy is part of a wider shift in the industry. The preference for an in-store experience remains for many consumers and retailers are working to keep them shopping in brick-and-mortar stores.

The company will be looking to repeat the success it has experienced online to its stores, as April 2023 saw interest in the brand reach an all-time high according to Google trends.