The Boston-based footwear and apparel giant, New Balance, has opened its first flagship store on the West Coast.
Opened on 30 July, New Balance’s new store at The Grove shopping centre in Los Angeles spans 4,400sq ft across two levels. The brand says the space builds on the successful flagship concept established in other major cities around the world including London, Tokyo and New York City, while still being tailored to Los Angeles.
Architectural and merchandising highlights of the new store at The Grove include a two-storey curved staircase and feature wall dedicated to New Balance athletes, custom seating and community gathering area at the entrance and extensive floor-to-ceiling windows that create an “open, inviting” retail environment.
The store also features a dedicated room highlighting New Balance’s Made in USA collection. Extended lifestyle and running footwear walls display the brand’s full product range.
“The Grove flagship marks a defining moment for New Balance on the West Coast,” said Tracy Knauer, Senior VP, North America at New Balance. “More than a store, it is a powerful expression of our premium brand – deepening our connection to the dynamic Los Angeles market by bringing together elevated storytelling, authentic athlete and ambassador connections and inspiring experiences that help consumers discover their personal style. The location sets a new benchmark for New Balance retail while keeping the consumer at the centre of everything we do.”
