The 1,679 square feet store is a third of its kind globally and is designed to put people at the heart of the experience
PHOTO: NEW BALANCE SINGAPORE
Singapore, 10 July 2023 – New Balance has opened its doors to a fresh new retail concept at Paragon Shopping Centre. The refreshed concept is built to put people, not products, at the centre of the consumer experience.
PHOTO: NEW BALANCE SINGAPORE
Designed around central seating gestures, the store aims to encourage customers to convene, draw inspiration from each other, and find their authentic style.
“Singapore is an important market for us, and we are proud to launch the first concept of its kind in Southeast Asia. It is a key element in our strategy to engage existing fans and attract new audiences with our lifestyle and sports offerings. We are confident of the success of the new retail environment and plan to refit four more stores islandwide by the end of the year,” said Coenraad Hefer, General Manager of New Balance Singapore and Malaysia.
PHOTO: NEW BALANCE SINGAPORE
The 1,679 square feet store at Paragon will feature an edited assortment of merchandise with visual storytelling accompanying select products to highlight 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 that 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.
PHOTO: NEW BALANCE SINGAPORE
“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 store marks the third of its kind globally, with the first store of the same concept opening in Guangzhou, China, in December 2022 and the second in Boston, USA, in February earlier this year.
PHOTO: NEW BALANCE SINGAPORE
For more information or to find a store near you, visit newbalance.com.
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