New Balance expands South India presence with second store in Chennai
https://www.dfupublications.com/index.php/component/search/?searchword=New%20Balance&ordering=newest&searchphrase=all&limit=2016 February 2026, Mumbai
Global athletic powerhouse New Balance has significantly amplified its Southern India footprint with the inauguration of its second store in Chennai, located at the premier Express Avenue Mall. This launch is a cornerstone of the brand’s ‘acceleration phase’ for 2026, coming at a time when the Indian sportswear market is projected to hit $4.08 billion by the end of the year. The move highlights a strategic shift toward high-traffic premium malls to capture a growing demographic of ‘sneakerheads’ and performance-focused consumers.
Strategic regional momentum and community integration
The Chennai expansion follows a period of intense velocity for New Balance India, which has successfully doubled its presence in Southern India over the last six months. By anchoring in Express Avenue, the brand is leveraging a community-centric retail model -evidenced by a launch-day ‘community run’ featuring over 100 local runners and actress Malavika Mohanan. Southern India has been a primary driver of our momentum, states Radeshwer Davar, Country Manager, New Balance India. This localized engagement strategy is critical as international brands face fierce competition from a domestic activewear segment growing at a 12.2 per cent CAGR.
Scaling toward the $10 billion global milestone
The new flagship serves as a high-visibility platform for the brand’s latest technical innovations, including the 1080 v15 running shoe. While New Balance reported record global sales of $7.8 billion in 2024, it is eyeing the $10 billion mark by late 2026. In India, the brand is aggressively transitioning from a niche running label to a dominant lifestyle authority, with revenue for the Indian subsidiary rising to Rs 121 crore in the previous fiscal year. Despite the challenges of maintaining premium margins amidst rising supply chain costs, the brand's focus on ‘heritage craftsmanship’ continues to resonate in mature retail markets like Chennai, where quality-driven consumption is at an all-time high.
Founded in 1906 in Boston, New Balance is a global leader in performance footwear and apparel. Operating in over 120 countries, the brand is uniquely the only privately held major footwear company, allowing for a ‘fearlessly independent’ growth model. With a target to hit 50+ stores in India by 2027, it remains focused on blending athlete-driven innovation with archival lifestyle icons like the 990 and 550 series.
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