MAPIC: Tell us a little about New Balance
Mathilde Rouvel: New Balance is a private company established in 1906 in Boston, Massachusetts. William J Riley, a 33-year-old English immigrant, established the company as New Balance Arch. His first product, a flexible arch support, was designed with three points of support in the shape of a triangle. These points created greater balance and comfort in the shoe and it is believed that Riley came up with the name ‘New Balance’ by observing chickens in his yard to demonstrate the way their arch supports worked. Riley kept a chicken foot on his office desk. He would explain to customers that the chickens three clawed foot resulted in the perfect balance.
A New Balance store in the street
MAPIC: What are your plans for the next 12 months?
Mathilde Rouvel: New Balance today achieved $6.5 billion revenue in 2023 and sold in products in over 115 countries, with 54 global offices, still headquartered in Boston. It has around 3,150 retail stores globally, including over 500 directly owned stores, of which over 60 are in Europe. We have 15 new stores opening planned per year and we are planning to open stores in major cities in France, the UK, Italy, Germany and Spain. We are seeking prime locations on high streets, shopping malls and outlet centres of 350 sq m, with the sales area on one floor only.
Mathilde Rouvel, Retail Expansion Manager EMEA at New Balance
MAPIC: What currently are your main business objectives?
Mathilde Rouvel: Over the next 12 months, our key objectives include advancing our omnichannel integration to provide a seamless customer experience across all touchpoints, and enhancing personalisation to cater to individual preferences. 4 Digital transformation will be prioritised to streamline processes and foster innovation and we will optimise supply chain efficiency and agility, ensuring quick and responsive service. Community and social media engagement will be leveraged to build stronger connections, while empowering employees to drive growth and innovation. Additionally, we plan to expand our regional presence to capture new markets and opportunities.
New store of New Balance brand
