New York City New Balance has opened its first New Balance Experience Store, in Beijing. The 2,000-sq.-ft. outlet celebrates the 103 year-old brand’s past, present and future.
“The New Balance Experience Store underscores our belief that a strong brand image at international retail is imperative to the growth of New Balance,” said Alan Hed, executive VP international, New Balance. “When consumers put on a pair of New Balance, we want them to know they are putting on more than a pair of great shoes they are putting on an over a 100 years of history."
The decor of the first floor is inspired by the company’s heritage and has a nostalgic feel, with worn, textured materials and vintage New Balance ads and logos. A “DNA ribbon” extends from the first floor to the second level, taking the consumer through a chronological brand journey. The overall experience is enhanced by audio, visual and olfactory experiences throughout the store.
Boston-based New Balance is expanding aggressively with China, with a goal of opening 1,000 stores by 2012.