New Balance has launched its first northern UK store – at Manchester’s Trafford Centre – to feature a fresh 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 convene, draw inspiration from each other and find their authentic style. The Trafford Centre store offers a full MADE product range, which includes premium apparel and footwear, catering to sneaker connoisseurs and consumers looking for footwear which has been expertly crafted in the UK or USA, which is available in limited quantities.
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. The selection of footwear and apparel available in store has been uniquely curated to cater to those looking for the latest styles and fashion, to elite athletes looking for products to help elevate performance.
Russell Loveland, director of UK asset management at Pradera Lateral, asset manager of Trafford Centre said: ”We’re proud to secure the first New Balance Store in the North of England and are certain our visitors will love the elevated in-store experience. Concept stores are becoming more popular with brands – a move which we fully embrace. We welcome any innovations which help customers to find autenticity in their fashion choices and believe our latest store is sure to impress our brand-conscious audience.”