New Balance opens at Paragon with a fresh retail concept for athlete and fashionistas
With the objective to “put people, not products, at the centre of the consumer experience”, the latest New Balance retail store is designed for runners, fashionistas and kids.
New Balance opens doors to a fresh retail concept at Paragon Shopping Centre. Designed around central seating gestures, the store aims to encourage customers to convene, draw inspiration from each other, and find their authentic style.
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The 1,679 square feet store at Paragon features curated merchandise using visuals to accompany select products, highlighting the makers and origins, where New Balance bridges the gap between sport and culture. New Balance footwear and apparel at the new retail store will be curated with the elite athlete and fashion influencer in mind.
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.Ian Fitzpatrick, Senior Director of Global Brand Strategy and Operations at New Balance
“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,” said Ian Fitzpatrick, Senior Director of Global Brand Strategy and Operations at New Balance. “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.”
The new Singapore store is the third of its kind globally, with the first store of the same concept opening in Guangzhou, China, in December 2022 and the second in Boston, USA, in February earlier this year.
The new store is located at Paragon, 290 Orchard Road, #04-13/14, Singapore 238859.
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