Premises where New Balance is expected to open its first own store in Spain this November, on Rambla Catalunya in Barcelona.
(30-8-2022). New Balance launches the opening of its own stores in the Iberian Peninsula. The first will open its doors this November in Barcelona. They will be accompanied by the opening of five outlets. It is the response of the Spanish subsidiary after breaking the agreement with the Experience Store.
New Balance Iberia opts for the opening of its own stores in Spain and Portugal. The subsidiary has outlined a retail plan with which to respond to the rupture of the agreement with the Experience Store, and which has led to the closure of New Balance points of sale in our country.
The new plan contemplates the commercial expansion of its own mono-brand stores, managed and operated independently by the brand itself.
Initially, the brand has planned to implement the new stores in the main cities of Spain and Portugal throughout this year and, mainly, in the next.
Debut in Barcelona in November
The first store will open its doors this coming November in Barcelona, in a 270 m2 premises distributed on one floor with access from number 49-51 of Rambla Cataluña.
As explained by the banner, the location of this store in Barcelona is part of the new brand strategy. Focused on an urban consumer, young and interested in fashion, who usually visits shopping areas in search of new trends.
Complementing this plan for its own stores, New Balance has also initiated a plan to open outlet stores, also managed by the subsidiary itself. Two of them have opened their doors this August in Porto and Lisbon.
In September, the outlet is expected to be located in San Sebastián de los Reyes, while in October the outlets planned for La Roca Village (Barcelona) and Las Rozas (Madrid) will do so.
The commercial director of New Balance Iberia, Rodrigo Pérez, has commented on this plan, stating that “we are very excited about the new business prospects that we expect to achieve through our own single-brand stores; especially in categories in which the consumer is not so used to seeing the wide assortment of New Balance products”.
Litigation with Experience Store
It should be remembered that in the summer of 2021 New Balance informed the Experience Store, the company in charge of managing the stores of the American firm in Spain and Portugal, of the intention to terminate the license agreement signed in 2011 for the deployment of single-brand stores in Iberia.
A circumstance that led this spring to the licensee declaring bankruptcy and that will culminate in a trial on November 7, which has been summoned to testify by several directors of the Iberian delegation, including Anna Scheidgen, former CEO, Ángela Scheidgen, Attorney General, and Executive Vice President Paul Gauron.