WALK. RUN. LIVE. -- NEW BALANCE LIFE OPENS IN BURLINGTON MALL
August 29th, 2013
Brand-New Retail Concept Offers Family of Brands in One Location So “However You Move, We’ve Got You Covered”
BOSTON, MA -
Boston-based New Balance announces the opening today of its inaugural New Balance Life Store in the Burlington Mall in Burlington, MA, offering a wide array of styles from the New Balance family of brands under a “Walk. Run. Live.” mantra. The store pays homage to New Balance’s running heritage while providing an expanded comfort casual presentation. Located on the mall’s first floor, New Balance Life features Aravon and Cobb Hill for women, Dunham for men and New Balance for both men and women.
“We are excited to debut the New Balance Life retail concept that offers our family of high-quality performance and comfort casual brands, celebrates our authenticity and innovation, and maintains our high standard of retail excellence,” says Rob DeMartini, chief executive officer and president of New Balance. “This store uniquely provides consumers with one-stop shopping to simply meet all of their needs – however they choose to move.”
The 1,994 square foot New Balance Life store features a warm and bright shopping environment with a neutral gray and khaki palette layered with reclaimed wood, raw metal, natural fibers, exposed brick, leather, and vibrant lifestyle photography. Merchandised by brand to highlight each one’s unique personality, the store’s design aesthetic is bohemian yet upscale as well as rugged, yet refined -- championed by New Balance’s brand heritage and comfort legacy.
All of the store’s footwear features the trusted comfort and fit of New Balance and available in a range of sizes and widths. New Balance Life Associates will be trained to provide exceptional service and expertise to get customers into the right fitting shoes for their entire lifestyle resulting in the store’s mantra of “Walk.Run.Live.”
“New Balance Life provides us with the unique opportunity to highlight comfort as a core quality alongside New Balance’s long-standing commitment to quality and performance,” says DeMartini. “We can easily connect consumers with the innovative technology and superior comfort and fit that are synonymous with the New Balance brand and with each of the products we sell at New Balance Life.”
New Balance Life will host a Try A Pair & Win event on September 7 and 8th from 10:00 a.m. – 4:00 p.m. as well as participate in the Simon Mall Fashion Show on October 4 and 5th. New Balance Life is open Monday – Saturday from 10:00 a.m. – 9:00 p.m. and from 11:00 a.m. to 6:00 p.m. on Sunday. Visit http://www.simon.com/mall/burlingtonmall/stores/new-balance-life.
New Balance – Let’s Make Excellent Happen
From our first arch supports in 1906 to our latest performance technology and lifestyle offerings today, New Balance has always been about helping people achieve their maximum potential.
Dunham – A Tradition of Comfort
Dunham’s brand heritage in innovative comfort dates back to the 1880s in Brattleboro, VT. Dunham offers shoes and work boots for men with comfort, fit and individual style to satisfy the pioneer in all of us.
Aravon – Life’s Too Short For Shoes That Don’t Fit
Aravon comfort footwear for women features tailored looks and luxurious materials in a generous range of widths and sizes.
Cobb Hill – Take Comfort to New Heights
Cobb Hill is a contemporary comfort shoe and boot brand for women featuring vintage leathers and materials with design details like ruching and burnishing.