New Balance is set to open its first permanent full-price retail store in New Zealand, marking a new phase in the sportswear brand’s local direct-to-consumer strategy.
The Auckland store will open in late September at 118 Queen Street, on the corner of Vulcan Lane in the CBD.
The store will carry a broader selection of New Balance footwear and apparel, including running products, selected exclusive releases and the brand’s Made in USA collection. The opening builds on the sportswear brand’s existing wholesale and outlet presence in New Zealand.
“New Balance has grown significantly globally, but New Zealand consumers haven’t had the same opportunity to experience that evolution in a tangible way,” said Jonathan Clark, New Balance DTC director Apac.
“Having our own permanent full-price retail space gives us a much stronger platform to show who New Balance is today and continue growing the brand locally.”
Retail stores and e-commerce account for around 45 per cent of New Balance’s Apac business, with New Zealand currently underrepresented in the mix.
Clark said the company would continue working with its existing wholesale partners rather than seeking to replace them.
According to the brand, the Auckland store could be the first step in a broader retail expansion in New Zealand, with future growth depending on market demand and store performance.
