In Pictures: New Balance reopens Oxford Street flagship with new retail concept

New Balance has opened the doors to its newly transformed Oxford Street flagship, marking a major milestone in the brand’s next-generation retail concept rollout.

The three-storey store reflects a shift towards experience-led retail, focusing on community, creativity and storytelling rather than traditional product displays.

The updated format features dedicated zones for football, tennis, skateboarding and the brand’s ‘Made in UK’ line – a first for any New Balance store. It also includes flexible spaces for events, collaborations and seasonal activations, aimed at keeping the store relevant to London’s fast-moving cultural and sporting calendar.

Marco Alves, General Manager Retail EMEA, said: "The reopening of our Oxford Street flagship marks an exciting new chapter for New Balance in the UK.

"This space represents the evolution of our retail vision – designed to inspire, connect, and serve a broad community, from dedicated athletes to those passionate about style and culture."

To coincide with the relaunch, New Balance is celebrating its renewed presence in the city with a series of marathon-themed activations. From 23 to 27 April, the Oxford Street hub will offer cheer-sign stations, community runs and a dedicated race station.

Post-marathon, the celebrations continue. From 28 to 30 April, runners can return to the store for medal engraving, kit customisation and recovery services including hydration, massage tools and expert-led wellness advice.