New Balance launches new retail concept in London
What: New Balance has launched a new retail concept at Westfield Stratford City in London, targeting a younger consumer demographic.
Why it is important: The opening of New Balance's flagship store is seen as a milestone in the evolution of Westfield Stratford City's sportswear and athleisure offerings.
This is the first store of its kind globally, with a second store set to open in Boston in 2023. The concept prioritizes people over products, with central seating areas to encourage customers to linger and draw inspiration from each other. The store offers a curated selection of footwear and apparel aimed at both elite athletes and fashion influencers. It represents a shift in thinking about the retail environment, with a tighter and more focused collection for younger consumers.
New Balance launches new retail concept in London