New Balance opened a second retail store in the UK, this time in Westfield White City, on November 27. The retail concept puts people, rather than products, front and center, to inspire each other and find their “authentic” style.
The New Balance Westfield White City store sells the full MADE product range, including apparel and footwear, catering to sneakerheads both made in the UK and the U.S. in limited quantities.
New Balance merchandised the store to visually tell a story accompanying select products, highlighting the makers and origins behind them and the brand’s intersection between sport and consumer culture.
“As we pursue ambitious growth plans across the UK and Europe, we are delighted to add London White City to our portfolio,” said Marco Alvez, Retail GM for EMEA. “It is an amazing opportunity to showcase the strength of our brand through a curated assortment of top tier product in our new UCC concept that we believe will resonate well with the White City customer.”
Laura Waters, general manager at Westfield London, said, “We’re excited to extend a warm welcome to New Balance at Westfield London as it introduces its innovative retail concept for the second time in the UK, following the successful launch at Westfield Stratford City in September. This cutting-edge store design centred around communal spaces and the celebration of craftsmanship, aligns perfectly with our commitment to providing a dynamic and immersive shopping experience for our visitors. We believe the Westfield London location will not only be a destination for those seeking the latest in fashion and performance footwear but also a space for community engagement and inspiration.”
The London White City store is the second in the UK with the same concept, which opened in Westfield Stratford City in September 2023.
Photo courtesy New Balance
