New Balance has opened a dedicated brand hub at Arclight, 60 Short’s Gardens, in Covent Garden. The brand secured the building in June 2026, and it has since undergone a full renovation to create a central London space presenting New Balance’s heritage and brand stories.
The opening is part of New Balance‘s long-term investment in London, which the brand aims to establish as a key European hub for commercial, consumer and cultural engagement. Earlier this year it opened a Run House for the London Marathon.
The hub has dedicated spaces for New Balance’s lifestyle and performance categories, giving stakeholders a tailored setting in which to explore its collections. Product presentations span key sporting categories, including running, football and tennis, alongside the wider lifestyle offer. The space is designed to support seasonal sell-in, strategic planning, product storytelling and partner collaboration throughout the year, and will be used for commercial partner meetings, brand ambassador engagement, press previews and stakeholder meetings.
It also includes a ‘Made In’ lounge, building on the popular space at New Balance’s Oxford Street flagship store. The lounge showcases the brand’s Made products and the craftsmanship of its Flimby workshop.
The Covent Garden hub builds on New Balance’s former Old Street location, its first dedicated London partner brand hub, which was created to explore new ways of presenting the brand to retail partners. New Balance said its success demonstrated the value of a permanent London presence and informed the next phase of its investment in the capital.
“The opening of our new Covent Garden space represents a significant investment in our continued commitment to the UK market and our partners. This space creates a dedicated environment where we can showcase the breadth of the New Balance brand, bring our innovation and storytelling to life, and collaborate more closely with those who help drive our growth. As we continue to invest in London, this brand hub will play an important role in strengthening relationships, elevating the brand experience and supporting our ambitions for the future.”
Ger Wright, VP Sales EMEA, New Balance
Arclight was chosen for its history and architectural character, which New Balance sees as closely aligned with its own heritage-driven approach. The building was originally an electricity-generating station powering the carbon arc lights of London’s theatre district.
It has been restored for contemporary use by Short’s Gardens LLP, a joint venture between Span Group and Pearl and Coutts.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
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