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New Balance opens global experience store in Barcelona
27
Sep '13
New Balance, the global performance footwear and athletic brand has opened a new global experience retail store in Barcelona, continuing the company's drive to accelerate the company's global retail programme.

Celebrating the global brand's past, present and future, New Balance proudly highlights its heritage and product innovation to bring its brand retail experience to life.

The striking 375m2 Barcelona store features a visually stunning internal design concept, engineered to reflect the heritage and prestige of the brand's 107 year history, whilst offering New Balance aficionados a memorable experience where they can find the widest and latest range of New Balance footwear and apparel.

Alan Hed, New Balance's Exec VP International, said: "We are delighted to open our Experience store here in Barcelona, which is already becoming a meeting place for runners and New Balance enthusiasts alike and provides a strong retail footprint for New Balance through innovation, craftsmanship and authenticity."

In line with New Balance's passion for and expertise in running, the store, located on the city's stylish Rambla De Catalunya, is themed around performance; referencing a stadium, track and arena which reflects the grit of an urban environment. The location and store, with its modernist façade and impressive inner space, provide the perfect blend of innovation and tradition to tell the New Balance story.

Developed entirely by New Balance's in-house design team, the concept augments the original fabric of the building in which it is housed with reclaimed materials from New Balance's UK and US factories, celebrating the brand's passion for craftsmanship and creativity. New Balance is currently the only major shoe company to manufacture athletic footwear in the US and the UK.

The store will be home to a number of exciting New Balance collections, from its range of performance running shoes, to lifestyle models including sought after 'Made In The UK' and 'Made In The USA' collections and a new range of stylish lifestyle apparel. The store will also offer an exclusive Barcelona edition of the iconic 991 Made in the UK shoe to compliment the official launch celebration.

The store further reflects on New Balance's proud history, from its beginnings in 1906 right through until the present day through a New Balance DNA ribbon stretching through the store. Taking visitors on an impactful chronological journey documenting the brand's powerful past, present and future, the ribbon uses vintage and modern images, taking in everything from the New Balance history of manufacturing right up to its current technology-led 'Runnovation' campaigns.

The result is an inspired theatre ideally suited to display the New Balance's range of athletic shoes and lifestyle classics, whilst reflecting its unmatched reputation for performance, heritage and style.

The opening of the store comes against a backdrop of increased global sales by the company as the continued popularity of New Balance running products is complemented by sustainable growth in the lifestyle market. The company opened its first Experience Store in Beijing in August, 2009 and more recently opened Experience Stores in New York City in August, 2011 and in Boston in April, 2012.

New Balance


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