New Balance has now opened the doors to its new concept store in Westfield Mall of Scandinavia in Stockholm. The 217 square meter store, located on the first floor, is New Balance's first establishment in Sweden and marks an important step in the brand's continued commitment to
physical presence in Europe.

It's no suprise that New Balance has got the ultimate comeback the last few years. With a strong presence in pop culture, music and the running sphere. Thanks to their new marketing strategy they have gotten a new fan base. In addition, according to StockX, New Balance has seen 200 percent trade growth from 2021 to 2022 and is today fourth-fastest growing sneakers brand on the platform. The store opening in Mall of Scandinavia is an important step in New Balance's ongoing European expansion, while also being a central part of establishing and strengthening its presence in Sweden.

In a press release it states that the new store is part of a larger European expansion strategy, where the brand in parallel with this has recently opened stores in Berlin, Rome and Lisbon, among others, with several openings in European cities planned in the future. “These new stores reflect our evolving vision for retail – places that aren’t just designed to sell, but to inspire. By putting people at the center of the experience, we create environments that foster community, celebrate local communities and realize our unique position at the intersection of sports and culture. Our stores offer a place where both the fashion enthusiast and the sports enthusiast can be inspired,” said Marco Alves, General Retail Director, New Balance.

Stockholm became the natural next step after the store in Copenhagen that opened last fall.