New Balance MY encourages interaction with new retail concept store

Footwear brand New Balance has launched a new retail concept store at Sunway Pyramid in Malaysia that encourages customers to interact and draw inspiration from one another while finding their own style. Designed around a central seating area, the concept aims to put people, instead of its products, at the centre of the consumer experience, according to a statement by the brand.

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The new experience was conceptualised with the younger consumer in mind and will also include a curated assortment of merchandise. As the selection of footwear and apparel will be curated with both the elite athlete and fashion influencer in mind, the retail concept will allow different individuals to convene and try on the products.

Selected products will also be accompanied by storytelling visual elements to highlight the labour behind the products as well as their origins.

“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,” he explained.

A+M has reached out for more information.

New Balance's efforts to create a new experience for its consumers come shortly after it apologised for and removed a model of shoes from its shelves after discovering it contained pigskin ingredients and that the information was not appropriately disclosed. 

According to a statement seen by A+M, New Balance Malaysia said that it had received multiple queries regarding the material composition for its U990TA4 shoe style. After an investigation, the company found that a small part of the shoe contained pigskin.

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