New Balance has opened a new retail location at 124 Newbury Street in the U.S. city of Boston. The store’s retail concept is “built to put people, not products, at the center of the consumer experience,” said the brand. The store, designed around central seating, is supposed to encourage customers to convene and draw inspiration from each other. The merchandise assortment is selected with top athletes and fashion influencers in mind, all of whom have the opportunity to share their respective visions with others. The new retail environment “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,” New Balance explained in its statement. Boston is also where the company is headquartered. The Boston store is the second of its kind globally. The first store of the same concept opened in Guangzhou, China, in December 2022.

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