With the opening of its new location at Westfield White City in London, UK on 27 November, New Balance has launched its second UK store to feature a fresh retail concept built to put people, not products, at the centre of the consumer experience.
Designed around central seating gestures, the store aims to encourage customers to convene, draw inspiration from each other and find their authentic style. The Westfield White City store offers a full MADE product range, which includes premium apparel and footwear, catering to sneaker connoisseurs and consumers looking for footwear that has been expertly crafted in the UK or USA, which is available in limited quantities.
The store concept includes an edited assortment of merchandise as well as visual storytelling to accompany select products, highlighting the makers and origins behind them and illuminating New Balance at the intersection of sport and culture. The selection of footwear and apparel available in-store has been uniquely curated to cater to those looking for the latest styles and fashion, to elite athletes looking for products to help elevate performance.
“As we pursue ambitious growth plans across the UK and Europe, we are delighted to add London White City to our portfolio,” said Marco Alvez, Retail General Manager for EMEA. “It is an amazing opportunity to showcase the strength of our brand through a curated assortment of top tier products in our new UCC concept that we believe will resonate well with the White City customer.”
