New Balance opens new store in SoHo, NYC

Sportswear brand New Balance is opening a new store in Soho, New York City. 

Opening its doors on October 23, the store launch comes a month after the brand reopened its flagship store in Flatiron.

The new 1,800-square-foot Soho store is said to reflect New Balance’s core principles of “craft, innovation, and quality” by offering an elevated shopping experience based on storytelling. 

Designed to connect sport and culture, the store concept translates these sectors into a retail environment that focuses on customers, allowing shoppers to explore products at their own pace. 

The opening of New Balance’s new Soho store is in line with the brand’s retail strategy, building on its existing store network in New York City.

“We’re excited to continue to expand our presence in NYC, first with the redesigned flagship in Flatiron and now our new Soho store,” said Stephanie Smith, VP Retail North America of New Balance, in a statement. “The energy of Soho – with its rich history alongside relentless creativity and innovation - mirrors the spirit of New Balance.” 

“Opening here allows us to engage with one of the city’s most dynamic communities at the intersection of sport, style, and culture, while giving our customers a space that’s as inspiring as it is innovative.”