New Balance opened the doors to its London flagship store on Oxford Street on Thursday, April 17th, unveiling a fully reimagined space that builds on the brand’s new global retail concept.
This retail concept rethinks the traditional shopping experience by putting people, not products, at the centre. Designed to foster creativity, community, and self-expression, stores feature central seating areas and visual storytelling that highlight the origins, design, and craftsmanship behind key products. Illuminating New Balance’s position at the intersection of sport and culture, these spaces allow both elite athletes and fashion influencers to envision their next great moment, side by side.
New Balance Oxford Street is an expansive, flagship-scale expression of the concept, inspired by the pace and culture of the capital city. Spanning three floors, the store combines the best of performance and style – offering the latest footwear, apparel and exclusive releases. Newly dedicated areas for football, tennis, skateboarding and the ‘Made in UK’ collection are all unique to this flagship location.
The store welcomes visitors with an inviting facade that seamlessly connects with its city surroundings. Inside, the space is dynamic and designed to adapt to the latest collaborations, events and activations that reflect the city’s sporting and cultural calendar.
Marco Alves, general manager retail EMEA, said: “The reopening of our Oxford Street flagship marks an exciting new chapter for New Balance in the UK. This space represents the evolution of our retail vision – designed to inspire, connect, and serve a broad community, from dedicated athletes to those passionate about style and culture. We’ve created an environment that brings people together and showcases the best of what New Balance has to offer.”
To mark the reopening, New Balance will host a series of events around the 2025 TCS London Marathon. The buildup to the race will be celebrated from Wednesday, April 23rd to Sunday, April 27th, with a race station for participating runners, cheer-sign-making for their biggest supporters, and a community run the day before the race.
From Monday, April 28th to Wednesday, April 30th, runners are invited back to the store to celebrate their finish with medal engraving, customisation for their running gear, and to make use of the recovery zone – offering expert advice, massage guns, hydration, and more.
The New Balance Oxford Street store is located at 287-291 Oxford St, Mayfair, London, W1C 2DR, with the opening hours from Monday to Saturday, 10AM – 8PM and Sunday, 12PM – 6PM.
For more information or to find a store near you, visit newbalance.com.
