For brands, offline stores are increasingly becoming a channel to create a community space and connect with their target audience using the right brand narrative. Brands in the sports accessories and lifestyle category are particularly more active in this aspect, with their retail spacesreiterating the significance of fitness and the outdoorsy lifestyle. Bostin, MA, based New Balance, positioned as a popular brand in the comfort fashion space and known for its running shoes,has announced the opening of its first store at Phoenix Chennai. The store, like all its other stores, is a big thumbs-up to the sporty lifestyle.   

Entering the Chennai market is part of New Balance’s strategic expansion plans in India as the brand looks to build a deeper connection with its audience and strengthen its presence in the country, says the company statement. 

“Phoenix Chennai being a popular destination for people from across the city, the addition of the New Balance store will enhance the shopping experience, providing consumers access to high-quality footwear, apparel and accessories. The new retail store boasts a thoughtfully curated selection that caters to both, the fitness enthusiasts as well as the fashion influencers. Customers can immerse themselves in New Balance’s innovative Fresh Foam X and FuelCell technologies while also check out their iconic styles like 1080, 550, 2002R & 574,” adds the company.  

Radeshwer Davar, Country Manager, New Balance India, says, “It is a special feeling to launch our first store in Chennai, at Phoenix Palladium. This is yet another significant milestone that solidifies our aspiration for New Balance’s retail expansion in India. The city of Chennai embodies an amazing combination of sports & culture that makes it a great fit for New Balance and we look forward to welcoming the people of Chennai to try the New Balance experience.” 

New Balance had recently announced its expansion in the northern region of India with the launch of its first store in Jalandharand also one in Infiniti Mall, Malad, in June this year, its second launch in Mumbai in less than a month.