New Balance announced that Groupe Royer, a multi-brand distributor headquartered in France, will assume distribution rights for the brand's footwear and apparel in France, Germany and Benelux.

New Balance will continue to drive the brand's strategic direction, consumer marketing, and regional product and merchandising initiatives from its European headquarters in Warrington. The company also pledged to maintain its commitment to manufacturing its footwear at its Flimby factory.

New Balance's sales and marketing associates in France, Germany and Benelux affected by the new strategic partnership have been offered employment with Groupe Royer.

“New Balance and Groupe Royer are both family-held private companies that share core values of integrity and teamwork and have a strong focus on customer service,” says Jonathan Ram, managing director of New Balance EMEA, in a statement. “The New Balance brand is well-positioned for growth in Europe in our key categories of running, wellness and lifestyle. Groupe Royer's leadership and expertise in distribution and logistics will complement our team's core competencies in product merchandising and brand marketing to help us achieve the brand's goals.”