New Balance has opened the doors to its latest retail store, located at Westfield Stratford City in London. The store features a new retail concept built to put people, not products, at the centre of the consumer experience. Designed around central seating, the store aims to encourage customers to draw inspiration from each other and find their authentic style.
The concept includes an edited assortment of merchandise as well as visual storytelling to accompany select products, highlighting the makers and origins behind them, illuminating New Balance at the intersection of sport and culture.
“This store represents a big step forward in the way we think about our retail environment, featuring a much tighter, more focused collection built specifically for the younger consumer,” said Ian Fitzpatrick, senior director of global brand strategy and operations at New Balance. “The space is not built to tell all our stories, just those most relevant to our consumers – a shift that reflects our intention to invite new audiences to discover the brand, maybe for the first time.”
Alyson Hodkinson, general manager at Westfield Stratford City, added: “The opening of New Balance’s flagship store represents a major milestone in the evolution of our sportswear and athleisure offerings. Our vision for Westfield Stratford City has always been to curate a dynamic retail space that resonates with our diverse community; the addition of New Balance is a testament to our commitment to provide an exceptional shopping experience that speaks directly to our consumers’ preferences and aspirations.”
The London Stratford store is the first of its kind globally with a second store of the same concept opening in Boston, Massachusetts in 2023. T
