New Balance's US online assortment, 2019 to 2025
Between 2019 and 2025, New Balance's US online assortment moved up-market. Across 29 US retailers that listed the brand in every year:
- Luxury and designer retailers: from 9% to 36% of the brand's listings.
- Off-price and department stores: from 30% to 15% combined.
- Priced $150 or more: from 8% to 29% of listings, by full price.
- Own website: about a third fewer products (about 3,800 to 2,400), while total listings held at about 13,000.
New Balance is privately owned. United States, calendar years 2019 to 2025. Version 2026-09, published 29 September 2026.
Where the brand is sold
The biggest change is where New Balance is listed. Luxury and designer retailers went from under a tenth of the brand's listings to over a third, while off-price, department stores and the brand's own website all took a smaller share.
| Share of listings | 2019 | 2022 | 2025 |
|---|---|---|---|
| Luxury and designer | 9% | 19% | 36% |
| Athletic, outdoor and footwear specialists | 28% | 30% | 22% |
| Own website | 30% | 22% | 19% |
| Fashion and streetwear | 4% | 11% | 9% |
| Off-price | 16% | 7% | 9% |
| Department stores | 13% | 11% | 6% |
Price architecture
Listings moved into higher price bands. Part of that is where the brand is sold, since luxury retailers carry pricier lines, but the brand's own website moved the same way.
| Share of listings | 2019 | 2022 | 2025 |
|---|---|---|---|
| Under $50 | 28% | 24% | 17% |
| $50 to $100 | 52% | 44% | 31% |
| $100 to $150 | 13% | 17% | 23% |
| $150 or more | 8% | 15% | 29% |
On the brand's own website
| Share of listings | 2019 | 2022 | 2025 |
|---|---|---|---|
| Under $50 | 34% | 33% | 25% |
| $50 to $100 | 47% | 44% | 41% |
| $100 to $150 | 13% | 15% | 19% |
| $150 or more | 6% | 8% | 15% |
Assortment by year
Across the panel, listings dipped in 2020 to 2022 and recovered to about 13,000 in 2025. The range turns over fast: in every year about half or more of listings were new that year.
| Year | Listings | Added | Dropped | Own website |
|---|---|---|---|---|
| 2019 | 12,700 | 7,300 | 6,800 | 3,800 |
| 2020 | 11,200 | 5,400 | 6,400 | 3,400 |
| 2021 | 10,400 | 5,600 | 6,500 | 2,500 |
| 2022 | 10,200 | 6,300 | 4,600 | 2,200 |
| 2023 | 12,500 | 6,900 | 6,700 | 3,000 |
| 2024 | 11,400 | 5,800 | 5,700 | 2,300 |
| 2025 | 13,000 | 7,000 | 8,600 | 2,400 |
Rounded to the nearest 100. Listings, added and dropped cover the 29 panel retailers, including the own website.
Category mix
The category mix changed little: the shift was in where and at what price the brand is sold, more than in what it sells.
| Share of listings | 2019 | 2022 | 2025 |
|---|---|---|---|
| Performance footwear | 73% | 70% | 72% |
| Casual wear | 13% | 15% | 17% |
| Activewear | 9% | 11% | 7% |
| Other (legwear, outerwear, accessories) | 5% | 4% | 4% |
How it is measured
- Listing: one product at one retailer, with its sizes grouped together, observed on the retailer's public website. A product sold by five retailers is five listings.
- Constant panel: the 29 US retailers, including the brand's own website, that listed New Balance in every year from 2019 to 2025. This keeps growth in Data Purl's own coverage from reading as growth in the brand (37 retailers carried the brand in 2019 and 36 in 2025).
- Added and dropped: a listing is added in the year it is first seen and dropped in the year it is last seen, with drops confirmed against data through August 2026.
- Price band: the listing's average full (list) price across the year, in US dollars, before any markdown.
- Retailer types: assigned by Data Purl from each retailer's main business (luxury and designer, athletic and footwear specialists, fashion and streetwear, department stores, off-price, own website).
- Categories: Data Purl's standardized category tree. Forward-filled observations are excluded.
- Not measured: sales, units, store ranges or retailer inventory. These are online listings, a view of the shelf rather than of demand.
Definitions: assortment count, active product, price architecture. Collection and classification quality: validation.
How to cite
Data Purl, "New Balance's US online assortment, 2019 to 2025", brand assortment study, data through December 2025 (published 29 September 2026, version 2026-09). https://data-purl.com/research/assortment/new-balance
Published by Data Purl for information only. Not investment advice.
Go deeper than the annual view
This page shows complete years at retailer-type level. The full dataset tracks New Balance weekly at every covered retailer, by category, with price, markdown, availability and assortment, and resolves every brand to its owner.