New Balance open its first West Coast flagship store at The Grove in Los Angeles today (July 30).

The two-level store spans about 409sqm and was designed by New Balance’s in-house retail design team. The space includes retail areas, product displays and community spaces inspired by Los Angeles.

It features a two-storey curved staircase, a display recognising New Balance athletes, a community area at the entrance, a dedicated room for the Made in USA collection, and expanded areas for lifestyle and running footwear.

According to North America senior VP Tracy Knauer, the store marks a milestone for the company’s West Coast operations and brings its flagship retail format to the Los Angeles market.

The format follows New Balance’s flagship stores in London, Tokyo and New York, with adaptations for the local community.

“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,” Knauer said.

She added that the location sets a new benchmark for New Balance’s retail network while keeping consumers at the centre of its operations.

To coincide with the opening, New Balance also introduced the Night Lights Pack. The collection includes the ABZORB 2000, 740, 9060R and FuelCell Rebel v6 in new colorways. It launches first at New Balance at The Grove on July 30 before its global release on August 1.

The company will also host a series of consumer events at The Statue at The Grove through early August to support the store opening. The program includes activations centred on the AC Runner, Ellipse Cafe and the 204L, including capsule giveaway machines.

• Further reading: ‘Natural progression’: Revolve opens two-storey concept store in LA.