New Balance has launched its second UK store to feature a fresh retail concept built to put people, not products, at the centre of the consumer experience.
The store at Westfield White City aims to encourage customers to convene, draw inspiration from each other and find their authentic style. The store concept includes an edited assortment of merchandise as well as visual storytelling to accompany select products, highlighting the makers and origins behind them and illuminating New Balance at the intersection of sport and 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 general manager 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.”
