New Balance opened its new concept store in Dedham, MA. The Dedham store will showcase a new design concept that highlights New
Balance's performance and technology brand story. The store will
feature imagery from the brand's heritage of craftsmanship that
highlights their dedication to innovation and domestic manufacturing.
The store will specialize exclusively in athletic footwear, apparel and accessories.
The New Balance store will be located at Legacy Place, 950 Providence Highway, Dedham, Massachusetts 02026.
“New Balance is thrilled to debut our new concept store in Dedham,” says Stephanie Smith, vice president of retail for New Balance. “The intent of the new store design is to tell the story of New Balance's rich brand history and showcase our current performance and lifestyle product innovations to engage and connect with consumers.”
The store's design was influenced by the New Balance's global store concept that incorporates materials and images that are milestones within New Balance's history. The brick and antiqued store floors pay homage to New Balance's five New England domestic manufacturing facilities. The new design will be tested in Dedham and slowly introduced to New Balance's 150 independently owned stores next year.
The 3,964 square foot store will offer a complete line of New Balance performance footwear specifically designed for athletic activities such as running, walking, tennis, training and outdoor. Styles for men, women and kids are available in widths ranging from 2A to 6E, and the store will also feature a full line of New Balance high-performance apparel and athletic accessories. The store will carry a full line of Dunham rugged casual footwear as well as Aravon comfort performance footwear.
The store will celebrate its grand opening July 22-25 with festivities that include a free gift for the first 50 customers. There will also be clinics and special events held at the store in the future.
The Dedham store is New Balance's second corporately owned retail store that is not a factory store. The first opened earlier this month in the Pentagon on July 14.
