The format is called the New Balance Life Store, and the store looks to augment the brand’s running heritage by providing an expanded presentation of what it calls “comfort casual” footwear. Looking to play up its “Walk. Run. Live.” mantra and its “comfort legacy,” the store features such company brands as Aravon and Cobb Hill for women, Dunham for men, and New Balance for both men and women as it looks to provide one-stop shopping for consumers in need of a variety of footwear. “However You Move, We’ve Got You Covered” is seemingly a leitmotif of the “Walk. Run. Live.” mantra.
A New Balance press release describes the decor highlights of the 1,994-square-foot store at the Burlington Mall.
The New Balance Life store, the release said, “features a warm and bright shopping environment with a neutral gray and khaki palette layered with reclaimed wood, raw metal, natural fibers, exposed brick, leather, and vibrant lifestyle photography.”
In a statement, Rob DeMartini, chief executive and president of New Balance, added: “We are excited to debut the New Balance Life retail concept that offers our family of high-quality performance and comfort casual brands, celebrates our authenticity and innovation, and maintains our high standard of retail excellence. This store uniquely provides consumers with one-stop shopping to simply meet all of their needs – however they choose to move.”