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First look: New Balance steps onto Oxford Street

Sportswear brand New Balance has opened its first European flagship store on London’s Oxford Street.

The 12,570 sq ft shop at 287-291 Oxford Street is spread across three floors and is the brand’s largest store to date.

It features New Balance’s full product range including performance footwear and clothing, as well as its popular lifestyle trainers. There are dedicated areas in store for running, football, yoga, made in the UK product and kid’s footwear and clothing.

The shop fit features steel and polished concrete and pieces of bespoke artwork, created by London eco-artist Osian Batyka-Williams, which depict iconic London scenes. Large digital screens feature athletes and teams sponsored by New Balance.

New Balance has teamed up with Swedish company Volumental on a 3D foot scanner. Once scanned, customers can access their 3D data online and it is integrated into New Balance’s gait analysis app, Stride ID.

The US firm’s first global flagship stores opened this year in Gangnam, South Korea, Boston and Tokyo. Following the London launch, stores will be opened in Milan and San Francisco later this year.


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