New Balance has opened its doors to a new retail concept store “built to put people, not products, at the centre of the consumer experience” in Westfield Stratford City in London.
New Balance’s latest store carries an edited assortment of merchandise and select products that highlight the makers and origins behind them.
The retailer said the selection of footwear and apparel is curated for both “an elite athlete and a fashion influencer”, furthering the brand’s proposition of being at the intersection of sport and culture.
Ian Fitzpatrick, senior director of global brand strategy and operations, New Balance said: “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.
“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, Westfield Stratford City, said: “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.”
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