New Balance reopened its London flagship store on Oxford Street on April 17 “putting people, not products, at the center” of the redesigned space.
Designed to foster “creativity, community and self-expression,” the store features central seating areas and visual merchandising highlighting the origin, design and craftsmanship behind key NB products for elite athletes and fashion influencers shopping on site.
The Oxford Street store offers the latest in New Balance footwear, apparel and exclusive releases, spanning three floors, with dedicated areas for football, tennis, skateboarding, and NB’s “Made in UK“ collection.
Marco Alves, general manager of Retail EMEA at New Balance, said, “The reopening of our Oxford Street flagship marks an exciting new chapter for New Balance in the UK. This space represents the evolution of our retail vision — designed to inspire, connect and serve a broad community, from dedicated athletes to those passionate about style and culture. We’ve created an environment that brings people together and showcases the best of what New Balance has to offer.”
To mark the reopening, New Balance will host a series of events around the 2025 TCS London Marathon. NB will celebrate the buildup to the race from April 23-27, with a race station for participating runners, cheer sign making for running supporters and a community run the day before the race. From April 28-30, runners are invited back to the store to celebrate their finish with medal engraving, customization for running gear and the use of the store’s recovery zone, offering expert advice, massage guns, hydration, and more.
Image courtesy New Balance
