American sports footwear and apparel company New Balance has launched a new retail concept at Dubai Hills Mall, “built to put people, not products, at the centre of the consumer experience and to revolutionise the running experience”.
Senior director of global brand strategy and operations at New Balance, Ian Fitzpatrick, said: “This store signifies a notable step forward in how we approach our retail spaces, featuring a more focused and specific collection tailored especially for younger customers.
“Instead of trying to cover all our stories, this space is designed to showcase the ones that matter the most to our shoppers. This change highlights our goal to introduce the brand to new groups of people, maybe for the first time.”
Back in May, the brand announced its plans to rapidly expand in the Middle East.
In 2021, New Balance opened a flagship retail store in Dubai, as part of the company’s DTC expansion strategy for the wider Mena region.
Founded in 1906, the brand has a growing presence in the UAE, Saudi Arabia, Kuwait and Egypt.
Regional general manager for New Balance in the Middle East, Africa and India, Stuart Henwood, said: “This new retail concept, which is limited to only a few stores globally, represents an innovative community hub for our consumers to immerse themselves in our product and brand in a new engaging way.”
The Middle Eastern sportswear market is expected to grow at a compound annual growth rate of more than six per cent from 2021 to 2025.
