New Balance
New Balance
 

27 Jul. 2010

NEW BALANCE OPENS SECOND CONCEPT STORE IN DEDHAM, MASS

Boston-based New Balance has opened its newest concept store in Dedham, Massachusetts.

The 3,964-sq.-foot store, which carries athletic footwear, apparel and accessories, follows the first corporate-owned store that is not a factory store at the Pentagon. That store opened on July 14.

“New Balance is thrilled to debut our new concept store in Dedham,” said Stephanie Smith, vice president of retail for New Balance. “The intent of the new store design is to tell the story of New Balance’s rich brand history and showcase our current performance and lifestyle product innovations to engage and connect with consumers.”

Materials and images that are milestones within New Balance’s history are displayed at the Legacy Place store, while brick and antiqued store floors pay homage to New Balance’s five New England domestic manufacturing facilities.

New Balance plans to introduce the new store design to New Balance’s 150 independently-owned stores next year.

Tim Yap

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