New Balance opens first live brand experience store

Date: 19/08/2009

New Balance, a leading producer of sportswear, has announced that it is to open its first live brand experience store in Beijing as part of its drive to establish its name globally.

The two-floor 2,000-plus sq ft New Balance Experience Store will be located in Beijing's Qianmen Avenue, one of the "most historical commercial streets" in the city, and will feature decor reflecting the organisation's history, including paraphernalia, adverts and other archival offerings.

Commenting on the new idea, Rob DeMartini, the chief executive officer and president of New Balance, said: "We are excited about this new store model that pays tribute to our heritage, celebrates our innovation and sets a new standard of retail excellence within the global marketplace."

He added that the New Balance Experience Store in Beijing will allow consumers to engage with the "rich brand story" that took 103 years to fully establish.

New Balance originated in Boston, Massachusetts in 1906 when William J Riley founded his basic principles on perfect balance in clothing and shoes after seeing a chicken using three claws to finely balance itself.

Written by Elizabeth Mewes ADNFCR-2060-ID-19320344-ADNFCR