US sportswear New Balance opens first outlet in Noida’s Mall of India

American sportswear brand New Balance has opened its first store in India at DLF Mall of India, Noida. It plans to open 50 more stores in the next three years. The outlets will be opened first in the major metros in the North of India. Once the brand consolidates its position there, it will look at other parts of the country.

However, the opening of an outlet is dependent on the space available. So, if there is space for only 30 outlets, then the brand will open only those many. But the target is to reach 50 stores. The second store will be launched in west Delhi’s Pacific Mall.

New Balance has been brought to India by Major Brands, which is the franchisee for premiere international fashion brands such as Charles & Keith, Aldo, Mango and Guess. Darren Tucker, vice president for Asia Pacific, New Balance, believes that partnering with Major Brands will give the company retail capabilities as well as a partner that has faith in the company’s value of integrity, team work and total customer satisfaction. New Balance has also tied up with e-tailer Jabong to sell its products online.