New Balance, the iconic U.S. sportswear and lifestyle brand, continues its European retail expansion by unveiling its latest store concept in Munich and Berlin. The move reinforces the brand’s commitment to deepening its presence in Germany with immersive, community-centered shopping experiences.
Munich Welcomes First New Balance Flagship Store
In April 2025, New Balance opened the doors to its first-ever Munich flagship store, located at Neuhauser Straße 20—a key high-street shopping destination in the Bavarian capital. The newly launched store spans 408 square meters and marks a significant milestone in the company’s retail growth strategy in Europe.
A New Retail Experience: Sport Meets Culture
The Munich store showcases New Balance’s global retail concept, which made its German debut in Hamburg two years ago. This modern format is built around the brand’s philosophy of intersecting sport and culture, shifting the focus from just showcasing products to creating community-driven experiences.
With interactive spaces, lifestyle storytelling, and minimalist interiors, the store emphasizes a balance between performance and fashion, welcoming a new generation of consumers interested in both functionality and aesthetic.
Berlin Gets a Revamp
In parallel with the Munich launch, New Balance has also revamped its Berlin flagship store at Münzstraße 21, bringing the new concept to Germany’s capital city. The update comes just months after the brand opened a separate store on Kurfürstendamm 16 in September, further strengthening its foothold in Berlin.
The redesigned Münzstraße location now mirrors the experience introduced in Munich, reinforcing the brand’s unified retail vision across its key German markets.
Strategic Retail Growth in Germany
The dual rollout in Munich and Berlin signals New Balance’s focused expansion in the DACH region, positioning itself at the crossroads of urban fashion, performance athletics, and cultural relevance. By bringing its “people-first” retail format to high-traffic urban centers, the brand is evolving from a traditional sportswear company into a lifestyle leader with international reach.