New Balance opens new concept store in Boston

By

Benjamin Fitzgerald

Published
Feb 13, 2023

New Balance has opened an experiential store concept in Boston, located at 124 Newbury Street.

The store includes an edited assortment of merchandise, which is styled with select products and also highlights the U.S. company's product origins.

The new store concept is focused on being a space for customers to convene, and features central seating spaces, with the edited merchandise curated so that “both an elite athlete and a fashion influencer can each envision their next great moment, side by side,” the sportswear brand said in a release.

“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,” said Ian Fitzpatrick, senior director of global brand strategy and operations at New Balance.

“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.”

The Boston store is the second experiential store for New Balance, after opening its first store in Guangzhou, China, in December 2022.

New Balance also announced in October plans to open a new distribution center in Tennessee, as the company continues to invest in its local operations.