New Balance is expanding its retail presence to the West Coast with a new flagship store at The Grove in Los Angeles. The opening marks the Boston brand’s first permanent location in the city after establishing several prominent stores along the East Coast.

The two-story space spans 4,400 square feet and carries a full mix of performance footwear, lifestyle releases, and apparel. A large athlete feature wall stretches between both levels, while a separate room is reserved for New Balance Made in USA footwear and clothing. Wood paneling, open lighting, and understated finishes give the store a similar feel to the brand’s SoHo and Flatiron locations in New York.

Several areas inside the store were also created to host launches, community gatherings, and interactive product experiences. That setup will be used immediately, with a series of opening events tied to some of New Balance’s newer footwear.

The celebration begins July 30 and July 31 with an interactive sound bar built around the AC Runner. The space will later transform into the Ellipse Cafe, pairing custom drinks with a showcase of the brand’s everyday trainer. New Balance will close out the opening schedule from August 7 through August 9 with a 204L event featuring capsule machines and chances to win free products.

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