The athletic footwear giant New Balance has gone customer-centric with its new store in its hometown.
People – as opposed to products – are at the centre of the consumer experience at the new store on Boston’s Newbury Street. The Boston outpost is the second of its kind globally, with the first opening in Guangzhou, China in December last year.
Designed around a central seating area, the store aims to encourage customers to come together and find their authentic style, the company said. The selection of footwear, as well as apparel, is curated to appeal to the elite athlete as well as a fashion influencer.
“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.”
