Retail in Asia

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New Balance opens tech-focused Singapore store

Singapore new store opening tech focused with footprint scan - Retail in Asia

New Balance has opened a brand new store in Singapore, the first of its kind to offer local customers tech-savvy expertise while they shop.

Located at The Paragon mall, the latest – and eighth – New Balance store Singapore boasts the American sportswear firm’s Stride I.D. and Stride I.D. Track System; technology that recommends the best shoe model and fit.

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The system scans the foot and stores the data, allowing individuals to get their information online, and via the brand’s very own app, Stride ID.

The Paragon store also exclusively retails the New Balance 574 Sport Tier 1 sneakers, one of the brand’s best-selling fashion kicks.

The 574 Sport rejuvenates the iconic sneaker with some significant new features and brand technology that bring it into the twenty-first century.

Most notably, Fresh Foam cushioning significantly reduces the weight and improves comfort to further legitimize the 574 as a sneaker that marries lifestyle and performance.

As for the store design, the colour and materials used mimic New Balance’s most recent concept outlets. According to the brand, sharp concrete, contrasted with warm wood has been used to create a ‘stadium’ atmosphere evocative of sporting lifestyle.

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New Balance has been honing in on its Asian operations this year. The footwear label opened its first concept store, “New Balance Roppongi 19:06,” in Tokyo, back in May, and won a landmark case this year against a Chinese company that used its signature slanting “N” logo.

New Balance continues to manufacture all its sneakers in the US and the UK, one of only sportswear firms to evade Asian factories.