New Balance Unveils New Format

NEC member New Balance is opening a store with a new format in the Burlington Mall called the New Balance Life Store. The idea behind the store is to have all of the company’s brands and types of shoes in one location to show that “However You Move, [They’ve] Got You Covered,” a tagline used by the company. A customer will be able to find Cobb Hill and Aravon shoes for women, Dunham shoes for men, and New Balance shoes for both sexes in a centralized location.

The New Balance Life Store will have a section for each brand that reflects each one’s unique qualities within the entirety of the store that is warm, bright, and filled with photography reflecting the lifestyle the company seeks to promote. Store employees have been trained to use their expertise to help customers find the perfect shoe based on their individual needs.

“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 Rob DeMartini, Chief Executive Officer and President of New Balance. “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 is continuing its commitment to comfort, innovation, and its customers with the opening of the New Balance Life Store in the Burlington Mall. As one of the few remaining domestic shoe makers- with manufacturing operations in Maine and Massachusetts- it is great to see their  presence expand and evolve. The New England Council congratulates New Balance on its latest venture and expects to see even more great things from them in the future.


Read more at or in New Balance’s press release.

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