May 15, 2024

New Balance is Expanding EMEA HQ to Amsterdam’s Schinkel District

New Balance signs long-term lease at Jamestown’s A-Factorij in the Schinkel District

Amsterdam (May 15, 2024) – New Balance is joining the emerging innovation hub in Amsterdam’s Schinkel District. The brand signed a 3,865-square-meter-creative office lease for the brand’s Europe, Middle East, and Africa (EMEA) Headquarters at the historic A-Factorij, a 12,000-square-meter-building originally constructed in the 1950's as a bicycle factory and converted into creative office space in 2002.

In 2020, the building was acquired by global, design-focused real estate firm Jamestown, which is known for its large-scale adaptive reuse projects, including the Groot Handelsgebouw in Rotterdam and Industry City in Brooklyn.

The New Balance space at A-Factorij will include creative office space, showrooms, and a content studio, and initially house 150+ employees when it opens this summer. The move is a relocation and expansion of the company’s Amsterdam office, currently based in Houthavens. For the transaction, New Balance was advised by CBRE and Jamestown by Van Gool Elburg.

“We are delighted to be relocating to such a highly innovative, creative, and vibrant area which reflects the character and personality of the New Balance brand so well,” said Mathias Boenke, New Balance’s Senior Vice President EMEA region. “Above all, the planned expansion of our EMEA headquarters stands as a testament to the brand’s powerful and sustainable growth, especially in Europe.”

“The Schinkel District is a burgeoning creative hub, home to creative industries, artists, and makers,” said Michael Phillips, President of Jamestown. Located in Amsterdam Zuid with proximity to Zuidas, Vondelpark, and Hoofddorpplein, the Schinkel District offers a unique combination of architecture, art, and entrepreneurship. The area is home to a diverse mix of media businesses, content creators, architects, artists, designers, and tech professionals.

Other businesses based in Schinkel District include Sunrock, an innovative solar tech company, Armin van Buren's Armada Music, the largest independent music label in the world, Storyteq, Boldking, and TBWA\NEBOKO. The retail scene, including food & beverage, is home to recently opened Bennies, Tosti Horeca’s newest restaurant and venue Bar Dancing Multipla, Spirited Union Distillery, Stean’s Beans Roastery and Cafe, and Samsøe Samsøe’s Benelux showroom.

In addition to A-Factorij, Jamestown’s Schinkel District portfolio includes Helicopterstraat, a collection of modern office buildings, and ground floor retail spaces totaling approximately 26,746 square meters. The firm is leading creative placemaking programming throughout the neighborhood in alignment with the municipality’s urban masterplan for the area, which seeks to turn the 247-acre neighborhood into a vibrant, innovative, and sustainable district with international allure. Programming includes an annual block party that celebrates local vendors and makers, community yoga classes, rotating murals, and art exhibits.

Jamestown made its first European acquisition in December 2019, when the firm bought the historic Groot Handelsgebouw in Rotterdam – one of the largest multi-tenant buildings in the Netherlands. The company’s European portfolio has since grown to approximately $1 billion in assets under management as of March 31, 2024, and includes properties across Portugal, Spain, Italy, Germany, and the United Kingdom, in addition to the Netherlands.

About New Balance

New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. New Balance employs 9,000 associates around the globe, and in 2023 reported worldwide sales of $6.5 billion. New Balance owns five athletic footwear factories in New England and one in Flimby, U.K. New Balance MADE U.S. footwear contains a domestic value of 70% or more and makes up a limited portion of New Balance’s U.S. sales. To learn more about New Balance, please visit; for the latest press information visit

About Jamestown

Jamestown is a design-focused, vertically integrated real estate investment manager and service provider with over 40 years of experience and a mission to create places that inspire. Since its founding in 1983, Jamestown has executed transactions exceeding $40 billion. As of March 31, 2024, Jamestown has assets under management of $11.6 billion and a portfolio spanning key markets throughout the U.S., Latin America, and Europe. Jamestown employs more than 500 people worldwide with 12 global offices, including headquarters in Atlanta and Cologne. Current and previous projects include One Times Square and Chelsea Market in New York, Industry City in Brooklyn, Ponce City Market in Atlanta, Ghirardelli Square in San Francisco, the Innovation and Design Buildings in Boston and Lisbon, and Groot Handelsgebouw in Rotterdam. For more information, visit