Business Intelligence on Retailing, Franchising, and Consumerism in China

New Balance Opens Its First Concept Store In Shanghai

Boston, USA-based footwear brand New Balance has announced the opening of its first concept experience store in Shanghai.

This is the brand's second concept experience store in China, following the opening of the first in Qianmen in Beijing. In addition, the company is reportedly planning to open over ten additional concept experience stores in major cities in China in the near future.

Located on the first floor of Shanghai's Yongxin Department Store, this new store covers an area of 170 square meters, providing a full line of New Balance's products such as running shoes, clothes, accessories, and various sports equipment.

Michael Wellman, the president for New Balance China, said that the company is optimistic about the Chinese market. Since New Balance's entry into the Chinese market in 2003, it has been committed to providing the highest-quality running shoes to local consumers. With the launch of this new concept experience store, it will bring a new shopping experience as well as running culture into China.

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