Why New Balance’s First Grey Store Is the Middle East’s New Gold Standard

The Middle East has no doubt, become the focus of global attention: fashion houses stage their shows here, luxury brands launch regional flagships, and art fairs, cultural foundations and design platforms have shown interest to expand across the Gulf. Now the next wave is wellness and fitness. The GCC is a region with a young, style aware population, strong spending power and a growing appetite for experiences that combine modern lifestyle, culture and self-expression.

Brands have started to recognise the shift, and against this backdrop, New Balance introduced its first Grey store in the Middle East at Place Vendôme Mall in Doha. Designed as the most elevated expression of the brand globally, this unique retail concept marks a significant milestone for New Balance in the region, bringing together heritage, craftsmanship, exclusive offerings and a distinctly premium retail experience within one ‘grey’ space.

Strategically located within Fashion Avenue at Place Vendôme Mall, spanning 228 square metres, the space almost feels like a private gallery. Well known for its architectural elegance and carefully curated luxury mix, the setting organically draws a style conscious clientele, making it a perfect home for the region’s first Grey store. While it sits alongside the brand’s broader retail network, its tightly edited curation and emphasis on material excellence is what sets it apart.

At its centre is a premium selection of footwear and apparel defined by superior materials and precise construction. The experience is anchored by pieces from the iconic Made in USA and Made in UK ranges, produced in New Balance’s own facilities in the United States and England, where more than four decades of artisanal expertise continue to shape the brand’s identity. These heritage driven collections are complemented by progressive expressions from Tokyo Design Studio and Shanghai Design Studio, where performance and lifestyle silhouettes are reinterpreted through a more experimental, design led lens. Limited edition collaborations and exclusive drops further strengthen the store’s appeal, positioning it as a destination for collectors and those who value quality craftsmanship and detail.

www.newbalance.co.ae | @newbalance