First Look: New Balance opens SoHo location
A footwear and apparel giant has expanded its retail presence in the Big Apple.
New Balance has opened a 3,400-sq.-ft. store in New York City’s SoHo neighborhood on Broadway. Designed to visually intersect sport and culture, New Balance says the new physical space translates the brand’s core principles into a “meaningful retail experience, inspiring deeper connections with the brand.”
The opening follows the recent redevelopment and re-opening of the brand’s Flatiron flagship. New Balance also operates stores on the Upper East Side and Upper West Side of Manhattan.
-
(Image credit: Keith Morrison) -
(Image credit: Keith Morrison) -
(Image credit: Keith Morrison) -
(Image credit: Keith Morrison)
“We’re excited to continue to expand our presence in NYC, first with the redesigned flagship in Flatiron and now our new SoHo store,” said Stephanie Smith, VP of retail North America at New Balance. “The energy of SoHo – with its rich history alongside relentless creativity and innovation - mirrors the spirit of New Balance. Opening here allows us to engage with one of the city’s most dynamic communities at the intersection of sport, style, and culture, while giving our customers a space that’s as inspiring as it is innovative.”
New Balance added that additional store remodelings are underway. According to its website, the Boston-based brand operates more than 200 retail stores nationwide.
[READ MORE: First Look: New Balance debuts new store concept in Boston]
“Physical retail must be a physical manifestation of our brand identity,” said Chris Davis, brand president and chief marketing officer at New Balance. “While the industry continues to accelerate toward global e-commerce, New Balance is intentionally investing in our store experience. Across thousands of doors worldwide, we are building, remodeling and reimagining our fleet – not as transactional spaces, but as immersive brand environments. These stores are designed to foster connection, not just conversion, reflecting our belief that meaningful engagement and a positive brand experience is the true measure of retail success.”
