With the opening of a new location at Westfield White City in London, UK, on November 27, 2023, New Balance has unveiled its second premium UK retail outlet. The running brand notes that its new retail concept is… ‘built to put people, not products, at the centre of the consumer experience.’
New Balance added… ‘Designed around central seating, 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 which 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 aiming to put New Balance at an 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, throught 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, New Balance Retail General Manager for EMEA.
“It is an amazing opportunity to showcase the strength of our brand through a curated assortment of top tier product in our new UCC concept that we believe will resonate well with the White City customer.”
Laura Waters, General Manager at Westfield London, said “We’re excited to extend a warm welcome to New Balance at Westfield London, as it introduces its innovative retail concept for the second time in the UK, following the successful launch at Westfield Stratford City in September.
“This cutting-edge store design, centred around communal spaces and the celebration of craftsmanship, aligns perfectly with our commitment to providing a dynamic and immersive shopping experience for our visitors. We believe the Westfield London location will not only be a destination for those seeking the latest in fashion and performance footwear but also a space for community engagement and inspiration.”
The London White City store is the second store in the UK – mirroring the same concept unveiled at New Balance’s Westfield Stratford City store in September 2023. The London White City location will have store hours of Monday – Saturday, 10:00 to 22:00 GMT and Sunday, midday to 18:00.
