New Balance positioning to overtake Puma

By

Olivier Guyot

Published
Dec 13, 2012

James Davis’ goal is to move up in the sportswear market. German newspaper ‘Die Welt’ explains that the New Balance CEO is looking to boost the company’s position past Puma to take place as the world’s third largest sports equipment supplier in 2015, mainly though football and its Warrior brand.

The American group has already sown the seeds of its new strategy in a deal to supply the football kits for Liverpool FC. New Balance is expected to make 2.5 billion dollars in 2012 and as much as 3 billion in 2013. To further feed company growth, the brand is looking into investments that could help improve its lifestyle offering. Lifestyle brands currently make up 10% of New Balances revenue, but the hope is that this figure could reach 25%.

The CEO shed some light on the company’s global expansion plans. “We are currently looking for locations for flagship stores in London, Paris, Barcelona and Berlin,” said James Davis in the German publication. The Royer group, who distributes the brand in Germany, explained that they had recently put in place measures to increase New Balance’s visibility and sales in Germany, where the brand is currently the sixth biggest player in its sector. The group has 200 stores in the United States and 500 in Asia.