ore and Malaysia, the company is always looking for new ways to engage with its existing consumers while also attracting the next generation of consumers to the brand.  “The new concept is a culmination of a year-long project and collaboration between our global retail, marketing, product, and consumer research teams to develop a new look for our brick-and-mortar stores which will allow us to engage with our consumers like never before,” he told Inside Retail. He went on to say that following the successful launch in Guangzhou and Boston, the team wanted to introduce the concept to consumers in Southeast Asia, starting with Singapore.  “The concept represents our value of customer satisfaction, and we wish to create opportunities to build deeper connections with our Singapore consumers,” he added. Heifer said that this is an integral part of the concept, and the brand has brought it to life by putting people, not products, at the centre of the consumer experience. Coenraad Hefer, general manager of New Balance Singapore and Malaysia A sense of community The store features a central seating arrangement, with lifestyle on one side and sport on the other. The open concept creates a space where consumers can shop cross-category to match their personal style.  “The design of the store, combined with the product assortment on offer, provides everyone from professional athletes, to working class style seekers, to the everyday enthusiast a place where they can belong, and find products fit for their style and needs,” he explained. He reiterated that the company aims to foster an inclusive, welcoming space, and the store represents this philosophy. Brand values Hefer said that the New Balance brand has always been known for quality, fit and craftsmanship. The best example of this is its Made in USA footwear and apparel collections, which are iconic to the New Balance brand.   “Designed without compromise and constructed with authentic American craftsmanship for over 75 years, Made in USA symbolises our very best for those who would accept nothing less,” he elaborated. To celebrate this product assortment, the team has outlined a dedicated Made in USA section in the store, which provides consumers with a premium experience of the product in an authentic manner. “We are fortunate that our brand speaks to both athletes and fashion enthusiasts, but at the same time, we don’t see them as mutually exclusive. Our products are the perfect blend of function and fashion, giving our consumers the performance technology they need and the style they desire,” he noted. The younger crowd Hefer acknowledged that New Balance has a rich heritage and while it is important for it to maintain its relevance with existing consumers, he does see that the next generation of consumers will set the path for the future.  “We believe that this new concept breaks down boundaries and allows the consumer to shop in their own way, instead of being limited to categories,” he said. According to him, the brand wants to speak to the next generation of consumers who are overwhelmed with choice and inundated with information. By offering a curated selection, he aims to make the shopping experience easier for consumers who are new to the brand.  “Consumers who head down to the store will find that the line between sport and culture is a very fine one, and inspiration on shapes, lines and textures can be drawn from each other,” he stressed. Global brand strategy Hefer said that the store concept is the first of many to roll out globally and is a key focus of the brand as it seeks to get closer to its target consumer and engage with them in a more meaningful way. It also enables consumers to experience the brand in an elevated and curated manner.  “This new format is the evolution of our consumer and retail journey as we aim to deliver a seamless shopping experience for our consumers from online to offline,” he added. There are plans to refit four more stores in Singapore by the end of the year and the team is currently working towards launching the new retail concept in Malaysia by end of the year, with more to come in 2024. “We anticipate a positive response to the new concept, and the overall design and layout of the stores are more inviting than previously and will allow us to showcase our products in a way that our consumers wear and style the product,” he opined. Heifer believes that this is an important step for the brand’s growth in the region, as the company has ambitious expansion plans in mind across the region to bring the New Balance brand closer to its target consumers in a new way.  “This will allow us to receive meaningful consumer feedback and inform our future direction which will enable us to stay on top of what the consumers need and want from our brand,” he concluded.