New Balance opens first North American “Experience Store”

Two years after its debut in Beijing, New Balance Experience Store has now arrived in New York City. Located in the Flatiron district, this will be the sportswear brand’s second Experience Store in the world, and its first ever in North America. Found at the corner of Fifth Avenue with 20th Street, the new 370 m² store celebrates the American brand’s heritage and future.

New Balance Experience Store in New York

The store’s high-tech interior takes the customer through a chronological journey of New Balance’s history since it was founded in 1906. The New York store will showcase the company’s commitment to domestic manufacturing by assembling more than 800 pairs of shoes to be sold individually in bags displaying their edition number with an ‘Assembled in NYC’ stamp. This is New Balance’s way of reminding customers that it is the only American athletic brand to continue to manufacture its shoes in the United States (with 25% of its North American footwear shipments produced at five New England facilities).

Headquartered in Boston and operating around 1,000 stores across the world, New Balance reported a worldwide turnover of 1.78 billion dollars in 2010.