First look: Inside New Balance’s redesigned Oxford Street flagship store

New Balance has reopened its flagship store on Oxford Street, London, following a comprehensive redesign that introduces a new global retail concept centred around community, performance, and self-expression.

The new store at 287-291 Oxford Street, spanning three floors, is the latest expression of the sporting brand’s evolving retail strategy, which rethinks the traditional shopping experience by focusing on people rather than just products.

The space features dedicated zones for football, tennis, skateboarding, and the ‘Made in UK’ collection, with the aim of appealing to a diverse customer base from athletes to fashion enthusiasts.

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The Oxford Street store is designed to foster creativity, with central seating areas and visual displays that showcase the design, craftsmanship, and origins behind key products.

The space is also intended to serve as a hub for the brand’s collaborations, events, and activations, adapting to the city’s dynamic sporting and cultural calendar.

New Balance general manager of retail EMEA Marco Alves said: “The reopening of our Oxford Street flagship marks an exciting milestone for New Balance in the UK. This store is an important part of our global retail strategy and reflects our commitment to creating environments that inspire and connect people, whether they are athletes, fashion influencers, or lifestyle consumers.”

To mark the occasion, New Balance is hosting a series of events around the 2025 TCS London Marathon, running from tomorrow (23 April) to 27 April, with activities including a race station for runners, cheer-sign making for supporters, and a community run.

The store will also offer post-race services from 28 April to 30 April, including medal engraving, customisation of running gear, and a recovery zone providing expert advice and hydration services.

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