New Balance opened an experiential concept store in London’s Westfield Stratford City Mall, targeting younger consumers. The concept is “built to put people, not products, at the center of the consumer experience,” said New Balance in a release.
The London store offers an edited assortment of merchandise and visual storytelling, highlighting the makers and origins of the collections.
The store is New Balance’s third globally to showcase the concept. The first opened in Guangzhou, China, in 2022, and the second in February 2023 at 124 Newbury Street in Boston.
New Balance senior director of global brand strategy and operations Ian Fitzpatrick said, “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. 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.”
Westfield Stratford City’s General Manager, Alyson Hodkinson, said, “The opening of New Balance’s flagship store represents a major milestone in the evolution of our sportswear and athleisure offerings. Our vision for Westfield Stratford City has always been to curate a dynamic retail space that resonates with our diverse community. The addition of New Balance is a testament to our commitment to provide an exceptional shopping experience that speaks directly to our consumers’ preferences and aspirations.”
Photo courtesy New Balance
