New Balance has announced the opening of its first U.S. global flagship store at Boston Landing. The 6,566-square-foot store is located in the Brighton neighborhood, at 140 Guest Street, and has been designed to offer an immersive and interactive brand experience. Customers can buy women's training and studio products, baseball, tennis, and soccer footwear and apparel, lifestyle footwear and apparel, and kids' footwear. The store also features the “Made.Boston” demonstration and shoe assembly area, where limited edition 574s are made. The store showcases the company's commitment to domestic manufacturing. The wall behind the cash wrap, for example, is made of metal fire doors from the factory in Skowhegan, Maine, where some of the brand's Made In USA footwear is produced. Each global flagship store of the brand features a unique cash wrap display which is meant to pay homage to the culture of the city where the store is located. New Balance's first global flagship store opened this spring in Gangnam, South Korea. More openings are reportedly planned in London, Milan, San Francisco, and Tokyo later this year.

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