US sportswear giant New Balance has reopened its redesigned London flagship on Oxford Street, which it called a fully redesigned retail concept
The retailer said the 13,562 sq ft new store is aimed at rethinking the traditional shopping experience “by putting people, not products, at the centre” of the refurbished store.
The store is spread across three floors and features dedicated zones for football, tennis, skateboarding, and the ‘Made in UK’ collection, with the aim of appealing to a diverse customer base from athletics to fashion.
New Balance said the store is also designed to foster creativity, with seating areas and visual displays for showcasing the design, craftmanship and origins behind the key products in stock.
The store is also intended to serve as a hub for New Balance collaborations, events and brand activations.
New Balance general manager of retail EMEA Marco Alves said: “The reopening of our Oxford Street flagship marks an exciting milestone for New Balance in the UK.
“This store is an important part of our global retail strategy and reflects our commitment to creating environments that inspire and connect people, whether they are athletes, fashion influencers or lifestyle consumers.”
To mark the opening of the newly refurbished store, New Balance will host a series of events around the London Marathon starting on April 23 through to April 27 – with activities including a race station for runners and a community run.
The store will also offer marathon contestants post-race services from April 28 to April 30, including medal engraving, customised running gear and a recovery zone with expert advice and hydration services.
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