New Balance debuts India's first New Retail Concept store at DLF Mall of India, Noida
Launched during Grey Days 2026 with ambassadors Janhvi Kapoor and Pat Cummins, the concept store fuses performance and lifestyle ranges with immersive brand storytelling — signaling New Balance's deeper bet on experiential retail in India's premium mall corridor.
New Balance opened its first New Retail Concept store in India at DLF Mall of India, Noida, during Grey Days 2026, unveiled with ambassadors Janhvi Kapoor and Pat Cummins, blending performance and lifestyle ranges with immersive brand storytelling.
Why this matters
The Noida flagship marks New Balance's first experiential concept store in India, deepening its premium mall presence and tying ambassador-led marketing to physical retail in a key NCR catchment.
Store openings holding steady with 104 signals in the last 90 days.