New store concept celebrates its premiere in London

The US sporting goods retailer New Balance opened its latest store in London’s Westfield Stratford City shopping center last Friday. The brand’s new retail concept was used there for the first time.

Through a targeted product selection, the sneaker specialist wants to focus on its position “at the interface of sport and culture” as part of the new concept. The range is aimed equally at “athletes and fashion influencers” and puts “people instead of products at the center of the shopping experience,” according to a statement.

The new store concept from New Balance Image: New Balance

Ian Fitzpatrick, Senior Director of Global Brand Strategy and Operations at New Balance, explained the reasoning behind the selective approach: “With a much leaner and more focused collection designed specifically for younger customers, this store marks a major step forward in our brand mindset about our retail,” he said in a statement. “This space was not designed to tell all of our stories, but only the ones that are most relevant to customers. This change demonstrates our commitment to inviting new audiences to discover our brand, perhaps for the first time.”

After the world premiere in London, New Balance now wants to further roll out the new store concept. According to the company, it will also be realized in Boston, the brand’s hometown, this year.

The new store concept from New Balance Image: New Balance