New Balance has opened at London’s Westfield Stratford City megamall with a fresh retail concept “built to put people, not products, at the centre of the consumer experience”. It’s the concept’s first outing globally and will be followed by a second store in Boston, Massachusetts this year.
The space features some new thinking around the way the brand reaches certain consumers, especially those younger shoppers almost everyone wants to resonate with.
It’s been “designed around central seating gestures” and aims to “encourage customers to convene, draw inspiration from each other, and find their authentic style”.
That’s certainly an interesting development because groups of young consumers simply “convening” is a world away from what many retail stores encourage.
The company said the concept will include an edited assortment of merchandise as well as “visual storytelling to accompany select products, highlighting the makers and origins behind them, illuminating New Balance at the intersection of sport and culture”.
Additionally, the product offer — whether footwear or apparel — will be curated “so both an elite athlete and a fashion influencer can each envision their next great moment, side by side”.
Ian Fitzpatrick, Senior Director of Global Brand Strategy and Operations at New Balance said the 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”.
And Westfield Stratford City’s General Manager Alyson Hodkinson also said the opening of the new flagship is “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”.