As it turns 100 years old, New Balance seems to be tightening its grip on the European athletic and lifestyle footwear sector. The company has grown by 22 percent in the EMEA region (Europe, Middle East and Africa) so far this year. Its order book is up by 25 percent from a year ago, and the company expects an additional 20-25 percent jump in turnover for 2007.
The key categories that the company is riding for growth in the region are the elite running, walking and low profile or so called “fusion” footwear. The product mix is being tailored for specific regions. In Southern Europe, including France, Spain and Italy, as well as in the UK, the company sees huge potential for its trendier lifestyle footwear. In fact, New Balance suspects that its sales in this category could soar by 50-60 percent in the EMEA region this year.
In the Benelux countries and Germany, walking shoes continue to be good sellers. Performance and technical running footwear, especially for women, are drivers in several markets. Throughout Europe New Balance varies its product mix to capitalize on trends and its own identity in certain markets. In Scandinavia, the company’s elite running business comprises 60-70 percent of sales, while elsewhere the category only represents one-third of turnover.
