New Balance’s new London store is the latest to embrace the brand’s overarching concept: “built to put people, not products, at the center of the consumer experience.”
Located in the Westfield Stratford City mall, the store was developed with younger consumers in mind. Featuring a more curated assortment of merchandise and rich visual storytelling that highlights the makers and origins of the collections, the store is designed to “encourage customers to convene, draw inspiration from each other, and find their authentic style,” according to a company release.
“This store in London 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,” said Ian Fitzpatrick, Senior Director of Global Brand Strategy and Operations at New Balance in a statement. “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.”
This is the third New Balance store globally to embrace this concept: The first concept store opened in 2022 in Guangzhou, China, and the second opened in February 2023 in Boston.