New Balance has signed an 11-year distribution and licensing deal for the Korean market with E-Land, a large local group that is already the Korean licensee of Berghaus and Ellesse and that was previously distributing Puma. New Balance was previously distributed in Korea by Global Sports, a company that was taken over by E-Land in 2006. E-Land will design and produce a range of New Balance lifestyle apparel, support major marathons and sponsor more than 30 running clubs in the country, in a bid to raise the number of points of sales from 187 to 280 by 2012. A New Balance Experience store will open in Korea next year. The current door count includes 103 stand-alone mono-brand stores and shop-in-shops at department stores.

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