Global footwear brand New Balance has given Brisbane its own slice of the brand's accelerating Australian retail push, opening a 300 square metre store at Westfield Chermside.
While the brand has long had a presence in the CBD through third-party retailers, as well as an outlet store in Eagle Farm, the Chermside store opening signals a shift towards DTC in the area. The latest store brings the brand's total locations across Australia to 26, including two other locations in the Gold Coast.
Asia Pacific head of retail Tim Page described the milestone plainly: "The launch of our Chermside store represents another exciting step in expanding New Balance's retail footprint locally and creating more opportunities to connect directly with our customers in key regions."
The store is located on Level 2 at Chermside and is designed to serve both performance athletes and the lifestyle consumer.
To mark the launch, the brand is partnering with South Korean skincare label Laneige and Brisbane florist The Flower Bar across the weekend of May 30 and 31, running a build-your-own-bouquet activation for customers who spend $150 or more in store.
ANZ head of marketing Joel Hanlon said the activation was designed to transcend a standard store opening.
"Chermside is such a vibrant retail destination and we wanted to create an opening that felt premium, engaging and reflective of the local lifestyle,” Hanlon said.
“Our partnership with Laneige and The Flower Bar brings together wellness, beauty and self-expression in a way that feels highly relevant to today's consumer to create an in-store moment beyond traditional retail."
New Balance’s global headquarters is in Boston, Massachusetts, employs 14,000 associates around the globe, and in 2025 reported worldwide sales of $9.2 billion.