Store offers wide range of footwear, apparel and visual storytelling highlighting the brand’s craftsmanship
KUWAIT: New Balance and Alshaya Group, one of the world’s leading international retail franchise operators, announced Sunday the opening of New Balance’s newest store in Kuwait at The Avenues. The two-floor location introduces the brand’s latest retail concept in the country, designed to place people, not products, at the center of customer experience, creating a space where community, culture and personal style intersect. This store concept has been successfully rolled out across UAE and Qatar retail doors and has now expanded to Kuwait.
Created to encourage connection and discovery, the store invites customers to engage, draw inspiration and explore New Balance’s latest collections. The concept reflects the brand’s commitment to thoughtful design and to helping customers find the right fit, whether for performance, everyday wear, or a more casual addition to an elevated outfit.
The store features a wide range of New Balance footwear and apparel including some of the most extensive collections of lifestyle, performance and sports categories in Kuwait, complemented by visual storytelling that highlight the craftsmanship, innovation and heritage behind the brand. Positioned at the intersection of sport and culture, the curated selection will resonate with athletes, runners, sneaker enthusiasts and style-conscious shoppers alike, delivering versatility across performance, comfort and lifestyle needs.
Store includes collections of lifestyle, performance and sports categories in Kuwait.
Minu Alexander, Ahmad Oriqat and Ian Ainsworth are seen with New Balance representatives.
Minu Alexander, President, Apparel & H&M Division, at Alshaya Group said: “We are proud to open the first of the latest New Balance retail store concept in Kuwait. This milestone reflects our continued commitment to scaling the brand and delivering a best-in-class retail experience. The opening is led by the launch of New Balance’s latest running innovation, the newly released 1080v15. The store also offers an extensive assortment across key performance categories, including running, football, tennis and padel, reinforcing our focus on availability, innovation and excellence in both retail and customer experience.”
“This store opening in Kuwait is a milestone in our growth journey in the country and a proud moment for both New Balance and Alshaya,” said Stuart Henwood, Senior Director, Middle East, Africa and India at New Balance. “Kuwait is a key market that understands style, values quality and has a growing appetite for performance-led brands. This latest retail concept reflects how New Balance continues to invest in the region: with scale, with intention and with a focus on creating retail experiences that connect global product stories with local culture and community.”
To mark the opening, New Balance hosted a fashion show showcasing the latest collections, alongside immersive in-store activations, a photobooth, special giveaways, and interactive moments designed to engage the local community, with additional surprises planned for a series of days.
Located at The Avenues, Kuwait’s premier shopping destination, the new New Balance store, operated by Alshaya Group, reinforces the brand’s long-term commitment to the market, offering consumers a dynamic retail environment that blends innovation, contemporary design and community-driven experiences. For more information or to find a store near you, visit newbalance.com.kw.
