New Balance is going big in Los Angeles.
Opening Thursday, the 4,400-square-foot space encompasses two floors at The Grove and offers an elevated experience compared to the brand’s 24 other California locations. Custom seating and a community gathering area sit at the entrance, and the Made in USA collection is highlighted through a dedicated room.
“The Grove flagship marks a defining moment for New Balance on the West Coast,” Tracy Knauer,
New Balance senior vice president of North America, said in a press release. “More than a store, it is a powerful expression of our premium brand — deepening our connection to the dynamic Los Angeles market by bringing together elevated storytelling, authentic athlete and ambassador connections, and inspiring experiences that help consumers discover their personal style. The location sets a new benchmark for New Balance retail while keeping the consumer at the center of everything we do.”
From opening day through the weekend, New Balance will take over the statue space at The Grove. Thursday and Friday will see New Balance take over The Grove’s statue space with a sound bar experience centered on the AC Runner, and on Saturday and Sunday it will turn into a café framed on the Ellipse. New Balance will then return to the space Aug. 8 and 9 with a capsule machine featuring 204L-inspired giveaways.
The “Night Lights Pack” — featuring the Abzorb 2000, 740, 9060R and FuelCell Rebel v6 — will get an exclusive early release Thursday at the flagship prior to its Saturday global launch.
New Balance now operates four stores in Los Angeles, including doors in Brentwood and on Sunset Boulevard and a factory store at the Citadel Outlets.
A remodeling of New Balance’s New York City flagship was completed last fall and modeled after its counterpart in Boston.
New Balance Los Angeles flagship exterior.
New Balance Los Angeles flagship exterior.
A display for New Balance’s roster of professional athletes.
A display for Los Angeles Dodger and New Balance athlete Shohei Ohtani.
New Balance’s running lineup.
New Balance’s lifestyle offerings on the floor.