New Balance opened an experiential store concept at 124 Newbury Street in Boston.
New Balance said, “The fresh retail concept is built to put people, not products, at the center of the consumer experience. Designed around central seating gestures, the store aims to encourage customers to convene, draw inspiration from each other, and find their authentic style.”
The store includes an edited assortment of merchandise, merchandising with select products and highlighting the product origins.
“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,” said Ian Fitzpatrick, senior director of global brand strategy and operations at New Balance. “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 Boston store is the second experiential store for New Balance. The first store opened in Guangzhou, China, in December 2022.
Photo courtesy New Balance
