New Balance switches things up with new retail concept store in Paragon, Orchard

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Footwear and apparel brand New Balance has unveiled its new retail concept available for customers to experience at its Paragon outlet situated along Orchard Road.

The fresh concept, which incorporates central seating around the store, was implemented to place its customers at the center of the consumer experience. With this, New Balance aims to encourage its customers to congregate and draw inspiration from one another and discover their distinctive styles.

The New Balance Paragon store is the third globally to implement this new retail concept, with the first store in Guangzhou, China kickstarting the concept in December 2022 and the second store in Boston, USA following suit in February this year.

“Singapore is an important market for us, and we are proud to launch the first concept of its kind in Southeast Asia. It is a key element in our strategy to engage existing fans and attract new audiences with our lifestyle and sports offerings,” said Coenraad Hefer, general manager of New Balance Singapore and Malaysia.

Don't miss: Casio launches new flagship store with fresh and unique concept

“We are confident of the success of the new retail environment and plan to refit four more stores island wide by the end of the year,” Hefer added.

The 1,679 square feet New Balance store situated at Paragon Shopping Centre will offer a variety of merchandise with visual storytelling included for certain products to accentuate the makers and origins behind the products. This was done to highlight New Balance’s spot at the intersection of sport and culture.

The footwear and apparel collection available at the outlet will be curated to enable customers of different backgrounds such as an elite athlete and a fashion influencer to visualise their overall look with New Balance.

“This store represents a big step forward in the way we think about our retail environment, featuring a much tighter, more focused collection built specifically for the younger consumer,” said Ian Fitzpatrick, senior director of global brand strategy and operations at New Balance.

“The space is not built to tell all our stories, just those most relevant to our consumers. [It is] a shift that reflects our intention to invite new audiences to discover the brand, maybe for the first time,” Fitzpatrick added.

The news comes just as watch brand Casio unveiled a new flagship store with a fresh and unique concept.

It revealed the new brand concept in its flagship store, which is located in ION Orchard Singapore on 23 May, in tandem with its 40th anniversary celebrations of G-SHOCK.

As a brand that seeks to be the platform to bridge and rekindle the connection between the local community of watch enthusiasts and contemporary art, Casio also featured centerpieces created by local artists and made them available at selected G-SHOCK stores. These stores will also carry a wider line up of G-SHOCK watches which includes MRG series, limited edition models and new launches.

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