New Balance has opened a new dedicated brand hub at Arclight, 60 Short’s Gardens, in Covent Garden. Acquired by the brand in June 2026, the building has since undergone a full renovation to create a central London space that brings New Balance’s heritage and brand stories to life. The opening marks another milestone in New Balance’s long-term investment in London, supporting the brand’s ambition to establish the city as a key European hub for commercial, consumer and cultural engagement.
The space will feature dedicated spaces for New Balance’s lifestyle and performance categories, providing stakeholders with a tailored environment to explore the breadth of the brand’s collections. Product presentations will span key sporting categories, including running, football and tennis, alongside the brand’s wider lifestyle offering. The space has been designed to provide an elevated, brand-led experience that supports seasonal sell-in, strategic planning, product storytelling and partner collaboration throughout the year and will serve as a central London hub for commercial partner meetings, brand ambassador engagement, press previews and stakeholder meetings.
It includes a new ‘Made In’ lounge, which builds on the popular space at New Balance’s Oxford Street flagship store, offering a dedicated setting to showcase the brand’s Made products and bring to life the craftsmanship of New Balance’s Flimby workshop.
The new Covent Garden brand hub builds on the success of New Balance’s former Old Street location, which served as the brand’s first dedicated London partner brand hub. Originally created to explore innovative ways of presenting the brand to retail partners, its success demonstrated the value of a permanent London presence and informed New Balance’s next phase of investment in the capital.
Arclight was selected for its rich history and architectural character, qualities that closely align with New Balance’s own heritage-driven approach. Originally built as an electricity-generating station powering the carbon arc lights of London’s theatre district, the building has been thoughtfully restored for contemporary use by Short’s Gardens LLP (a joint venture between Span Group and Pearl and Coutts) while retaining the craftsmanship and authenticity that make it uniquely London.
Ger Wright, VP sales EMEA at New Balance, said: “The opening of our new Covent Garden space represents a significant investment in our continued commitment to the UK market and our partners. This space creates a dedicated environment where we can showcase the breadth of the New Balance brand, bring our innovation and storytelling to life, and collaborate more closely with those who help drive our growth. As we continue to invest in London, this brand hub will play an important role in strengthening relationships, elevating the brand experience and supporting our ambitions for the future.”
