New Balance has opened its first Experience Store in Shanghai. It is New Balance’s second Experience Store in China, following the opening of its first on Beijing’s Qianmen Avenue last year.
Senior executives from the company, including Regional General Manager, Asia Pacific, Darren Tucker, and China Managing Director, Michael Wellman, attended the grand opening to witness this exciting event.
“Our goal is to produce the best quality and most comfortable running shoes for our consumers,” explains Darren Tucker, Regional General Manager, and Asia Pacific. “Proudly expressing the business philosophy of New Balance, the century-old American sporting brand, “New Balance sets a new standard of retail excellence within the global marketplace to celebrate our innovation and pay tribute to our heritage. We hope that consumers will engage with our rich brand story that is 104 years in the making.”
Occupying more than 200 square metres, the New Balance Experience Store is located on the first floor of the Novel Building, Shanghai. With its charming brick walls, wooden display windows, nostalgic old telephones and iron chandeliers, the interior décor creates a sense of subtlety, which captures the legacy and essence of New Balance, the company said in a statement.
In addition to this new store in Shanghai, New Balance will soon open ten more experience stores in major cities across China. China Managing Director Michael Wellman explains that New Balance thinks very highly of the Chinese market. New Balance entered the Chinese market in 2003. This year, New Balance will also hold a New Balance “6km Run” in six of China’s major cities.
The new Experience Store on Huai Hai Road, Shanghai displays New Balance’s entire product line: sports footwear, apparel and a variety of sports accessories, available for all seasons and for men, women and kids, bringing the complete New Balance experience to consumers.
