New Balance has opened the doors to its new retail store concept at Westfield Stratford City, London.

The sporting giant’s store features a new concept which puts people, not products, at the centre of the consumer experience.

The design aims to encourage customers to convene, draw inspiration from each other, and find their authentic style.

The selection of footwear and apparel within will be curated so both athletes and influencers can find products to suit their needs.

The London Stratford store is the first of its kind globally, with a second store of the same concept opening in Boston, Massachusetts later this year.

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New Balance senior director of global brand strategy and operations Ian Fitzpatrick said: “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.”

“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.”

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