New Balance Takes Bold Strides in Retail Technology Innovation with Aptos


Aptos, a recognised market leader in retail technology solutions, today announced that New Balance will deploy Aptos’ cloud-based applications across its retail business in North America and Europe. The investments in innovation will modernise and elevate customers’ experiences with the brand — including expanded fulfillment options, optimised merchandise availability, seamless interactions across channels and more.

Headquartered in Boston, New Balance is a global athletic leader that employs more than 8,000 associates around the globe; in 2019, it reported worldwide sales of $4 billion. In addition to its manufacturing operations in the United States and the United Kingdom, New Balance has more than 130 owned retail stores across North America and Europe.

The technology deployment with Aptos will touch nearly every aspect of New Balance’s retail operations — from how the company engages with shoppers (POS, CRM) to how orders are captured and fulfilled (OMS) to how inventory is planned and managed across channels (Merchandise Planning, Merchandising). Powerful data solutions, such as Aptos Analytics and Sales Audit, will ensure one version of the truth across its enterprise and that highly effective, data-driven decisions can be made.

To help New Balance keep pace with consumers’ rapidly shifting expectations, the company will also adopt Aptos ONE, a microservices-based SaaS platform. The platform was built from the ground up to be cloud-native and mobile-first, leveraging a microservices architecture that allows retailers to quickly deploy new capabilities.

“For more than 100 years, New Balance has been a brand and business in motion — we were born to move,” said Stephanie Smith, VP of Retail, North America, at New Balance. “The same energy and passion that we invest in our products, people and communities can be found in our commitment to offering modern, differentiated and highly satisfying customer experiences.”

“In Aptos, we see a global technology partner that is investing in the future of retail,” said Ravi Shankavaram, CIO at New Balance. “By harnessing the power of SaaS and microservices and tapping into proven-at-scale and functionally rich solutions, we are excited to move forward on our retail and Omni innovation journey with Aptos and a unique shopping experience.”

Speaking on New Balance’s end-to-end selection of Aptos technology, Aptos President and COO Steve Towe expressed his admiration for the “fearlessly independent” athletic footwear and apparel company.

“New Balance is an authentic, true-to-itself brand that attracts the attention of athletes, ambassadors and audiences around the world,” said Towe. “Aptos is proud to support New Balance as it continues to reach new heights in retail operations excellence and technology modernisation.”