New Balance opens new retail concept in Boston

New Balance has now opened its new location at 124 Newbury Street in Boston, Mass. The fresh retail concept is 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 concept will include an edited assortment of merchandise as well as visual storytelling to accompany select products, highlighting the makers and origins behind them, illuminating New Balance at the intersection of sport and culture. The selection of footwear and apparel will be curated so both an elite athlete and a fashion influencer can each envision their next great moment, side by side.

“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 of its kind globally with the first store of the same concept opening in Guangzhou, China, in December 2022. The Boston location will have store hours of Monday – Saturday, 10AM – 7PM and Sunday 11AM – 6PM.

For more information or to find a store near you, visit

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