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New store in the historic Forum Building marks a significant milestone in the brand’s continued investment in South Africa.
New Balance has opened a new dedicated brand store at the Victoria & Alfred Waterfront in Cape Town, marking the brand’s first store in the city bowl. Officially opened on 28 October 2026, the new retail destination is in the historic Forum Building, bringing together the brand’s rich heritage, performance innovation and lifestyle offering in a distinctive Cape Town setting.
The opening represents another milestone in New Balance’s long-term investment in South Africa, reinforcing its ambition to establish Cape Town as a key hub for commercial growth, consumer engagement and cultural connection.
Following a comprehensive interior renovation, the space has been thoughtfully designed to bring New Balance’s heritage and brand stories to life. Dedicated areas for lifestyle and performance collections create an elevated, brand-led environment in which customers, partners and stakeholders can explore the breadth of the brand’s offering, including its key sporting categories.
Beyond retail, the store will serve as a central hub for brand ambassador engagement, press previews and community activations. Its flexible, considered design will also support seasonal collection launches, product storytelling and partner collaborations throughout the year.
A key feature of the new space is the dedicated Made in USA lounge, an area that builds on the popular Uncommonly Common Concept (UCC) store design. The lounge provides a distinctive setting to showcase New Balance’s Made collections, highlighting the craftsmanship, quality and attention to detail that underpin the brand’s approach to product creation.
The choice of the Forum Building reflects a natural alignment between New Balance’s heritage-driven philosophy and the architectural character of one of Cape Town’s historic commercial buildings. Originally built around 1919 alongside the Union Castle Building on Dock Road for the Union-Castle Mail Steamship Company, the building has a longstanding connection to the city’s maritime and trading history.
Katharine Stewart, Country Manager for New Balance South Africa, said: “The opening of our new V&A Waterfront store represents a significant investment in our continued commitment to the South African market. The 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 the Cape Town community.”