New Balance is planning to open its first London flagship store on Oxford Street in mid-2016.
The flagship store, on a multi-year lease, will be located at 287-291 Oxford Street, will cover 13,000 sq. ft. and celebrates “the company’s remarkable 110 year old history and the matchless distinction of 34 years manufacturing in England.”
Commenting on the planned opening, Fran Allen, New Balance’s vice president EMEA region, said: “We all feel inspired by the prospects of this truly global flagship store in London. It will allow us to present the brand to millions of consumers with a powerful retail message as we tell the full and distinguished story of New Balance.”
Allen added: “This major retail event will stand as a significant milestone in the company’s remarkable growth over the last five years and fires our ambition to be amongst the top three global sporting brands.”
In February, New Balance signed four major club sponsorships – Liverpool FC, Stoke City FC, FC Porto and Sevilla FC and set a goal to become the number three global player in football (soccer) behind Nike and Adidas. It also signed ten international players and a number of local teams. New Balance essentially took over the the soccer business from Warrior, also owned by New Balance Athletic.
