New Balance has opened a new flagship brand experience store at Cape Town’s V&A Waterfront, bringing its latest lifestyle and performance collections to the historic Forum Building. Officially opened on 28 October 2026, the new retail destination marks the brand’s first dedicated store in Cape Town’s city bowl and another milestone in its continued investment in the South African market.
Located in the historic Forum Building on Dock Road, the new New Balance store brings together the brand’s footwear heritage, performance innovation and lifestyle offering in a retail environment designed around its identity and product stories.
The opening also reinforces New Balance’s ambition to establish Cape Town as an important hub for commercial growth, consumer engagement and cultural connection in South Africa.
New Balance Opens First Dedicated Store in Cape Town’s City Bowl
The new V&A Waterfront location represents New Balance’s first dedicated brand store in Cape Town’s city bowl.
Following a comprehensive interior renovation, the retail space has been designed to showcase the different sides of the New Balance brand, with dedicated areas for lifestyle and performance collections.
Customers can explore the brand’s wider product offering across its key sporting categories, with the store providing a dedicated environment for discovering its footwear, apparel and performance-focused collections.
The design brings together New Balance’s heritage and contemporary retail identity, creating a space where customers, partners and visitors can experience the brand beyond its products.
The store’s opening is also part of New Balance‘s wider commitment to growing its presence in South Africa and strengthening its connection with local consumers.
Inside the New Balance V&A Waterfront Store
Beyond its retail offering, the new store has been designed to accommodate a wider programme of brand activities throughout the year.
The space will serve as a central hub for brand ambassador engagement, press previews and community activations. Its flexible interior will also support seasonal collection launches, product storytelling and collaborations with partners.
A key feature of the new retail destination is its dedicated Made in USA lounge.
Building on the popular Uncommonly Common Concept (UCC) store design, the lounge provides a distinctive setting for showcasing New Balance’s Made collections. The space highlights the craftsmanship, quality and attention to detail associated with the brand’s approach to product creation.
The Made in USA collection is an important part of New Balance’s heritage, reflecting its continued commitment to domestic manufacturing and craftsmanship.
According to the brand, New Balance Made in USA footwear contains a domestic value of 70% or more, although the range represents a limited portion of the company’s US sales.
For more information about the brand’s manufacturing philosophy, visit the official New Balance purpose and Made collections page.
Why New Balance Chose Cape Town’s Historic Forum Building
The choice of the Forum Building reflects a connection between New Balance’s heritage-driven philosophy and the architectural character of the V&A Waterfront.
Originally built around 1919 alongside the Union Castle Building on Dock Road, the property was developed for the Union-Castle Mail Steamship Company.
The building has a longstanding connection to Cape Town’s maritime and trading history, making it a distinctive setting for the brand’s latest retail destination.
By bringing its retail experience into a historic commercial building, New Balance combines its own heritage with one of Cape Town’s established waterfront locations.
The opening adds another international footwear and lifestyle brand to the V&A Waterfront’s retail offering.
Katharine Stewart on New Balance’s Investment in South Africa
Katharine Stewart, Country Manager for New Balance South Africa, described the opening as an important investment in the brand’s local market.
“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.”
The new store provides New Balance with a dedicated physical location in Cape Town for product launches, brand experiences and engagement with local customers and partners.
Where to Find the New Balance Store at V&A Waterfront
The new New Balance store is located inside The Forum at the V&A Waterfront in Cape Town.
According to the V&A Waterfront’s official store directory, the shop is situated on the ground floor, Shop 1, in the Quays District.
Store details:
| Information | Details |
|---|---|
| Brand | New Balance |
| Location | The Forum, V&A Waterfront |
| District | Quays District |
| Store | Ground Floor, Shop 1 |
| City | Cape Town, South Africa |
| Opening date | 28 October 2026 |
| Trading hours | Monday–Sunday, 09:00–21:00 |
| Telephone | +27 21 071 0353 |
| V&AWaterfront@newbalance.com |
Customers can find the store on the official V&A Waterfront New Balance store listing.
About New Balance
Headquartered in Boston, Massachusetts, New Balance has built its identity around sport, craftsmanship and independent thinking.
Founded in 1906, the company operates with the purpose of empowering people through sport and craftsmanship to create positive change in communities around the world.
New Balance employs approximately 14,000 associates globally and reported worldwide sales of US$9.2 billion in 2025.
The company owns five athletic footwear factories in New England in the United States and one in Flimby in the United Kingdom.
Its Made in USA footwear contains a domestic value of 70% or more and accounts for a limited portion of New Balance’s US sales.
The brand continues to operate across performance footwear, lifestyle sneakers, apparel and sporting categories, connecting its manufacturing heritage with contemporary product innovation.
For more information, visit the official New Balance website or its international website directory. The brand’s latest press information is available through its official press newsroom.
Frequently Asked Questions About the New Balance V&A Waterfront Store
Has New Balance opened a store at the V&A Waterfront?
Yes. New Balance officially opened its new dedicated brand store at the V&A Waterfront in Cape Town on 28 October 2026.
Where is the New Balance store in Cape Town?
The store is located at The Forum, Ground Floor, Shop 1, in the Quays District of the V&A Waterfront.
What are the New Balance V&A Waterfront store opening hours?
The official V&A Waterfront listing gives the trading hours as Monday to Sunday, 09:00 to 21:00.
What can customers find at the new New Balance store?
The store features dedicated lifestyle and performance areas, the brand’s sporting categories and a Made in USA lounge showcasing its Made collections.
Is this New Balance’s first store in Cape Town’s city bowl?
According to the brand’s announcement, the V&A Waterfront location is its first dedicated brand store in Cape Town’s city bowl.
When did the New Balance V&A Waterfront store open?
The new store officially opened on 28 October 2026.
New Balance Brings Its Heritage and Retail Experience to Cape Town
The opening of New Balance’s new V&A Waterfront store marks another step in the brand’s expansion in South Africa.
With dedicated lifestyle and performance spaces, a Made in USA lounge and facilities for future brand activations, the Forum Building location gives New Balance a permanent retail destination in Cape Town’s city bowl.
For sneaker enthusiasts, athletes and customers exploring the brand’s lifestyle collections, the new store adds another place to experience New Balance in the Mother City.
