New Balance, the U.S.-based footwear and apparel maker, has officially opened a new store at Somerset Mall in Cape Town, reinforcing its presence in South Africa as it targets further expansion in 2026.
The outlet introduces the company’s Uncommonly Common Concept (UCC) format, designed to offer a people-first space that blends performance, lifestyle, and community engagement.
Global Brand with Local Growth
Founded in 1906 and headquartered in Boston, New Balance is among the world’s largest footwear and apparel companies, employing around 10,000 associates globally. The company reported $7.8 billion in worldwide sales in 2024, reflecting steady growth in both domestic and international markets.
The Somerset Mall store marks a milestone for New Balance South Africa, bringing the total number of stores nationally to 16. In 2025, the company opened three new stores, adding 650 square meters of retail space, a 25% increase in investment.
Product Offering and Experience
The store features curated product ranges for both elite athletes and lifestyle consumers, alongside a dedicated MADE in USA section highlighting craftsmanship and heritage.
Located in the newly expanded wing of Somerset Mall, the store delivers an enhanced retail experience, blending technology, design, and a community-focused environment.
Future Expansion Plans
New Balance plans to open four additional stores in 2026, increasing its South African footprint by 30%. The company will also launch the 1080v15, its most advanced cushioning innovation, in January 2026, catering to both performance-focused athletes and lifestyle-oriented customers.
Why U.S. Companies Are Expanding Abroad
Recent U.S. investments highlight a growing trend of American companies expanding beyond North America, with South Africa emerging as a key hotspot.
The country’s larger customer base, higher spendable income, stable currency, and strong infrastructure make it especially attractive.
Firms including Microsoft, Walmart, Amazon, and other U.S. brands have increased their investments, drawn by rising consumer demand, a growing middle class, and opportunities to diversify revenue streams, signaling confidence in both the local market and the wider region.
Strategic Positioning
The expansion underscores New Balance’s confidence in South Africa, emphasizing experiential retail and brand visibility.
By combining performance-driven products with lifestyle appeal, the company aims to strengthen its position among both athletic and lifestyle consumers while building long-term connections with local communities.
