The opening of New Balance’s latest concept store in Edinburgh marks a significant expansion of the brand’s presence in the UK.
- Located in the bustling St James Quarter, this store offers both performance and lifestyle products.
- This new Edinburgh location is New Balance’s fourth concept store in the United Kingdom.
- The store features unique visual storytelling elements that highlight product origins.
- Marco Alves of New Balance expresses enthusiasm for connecting with Scottish consumers.
The recent opening of New Balance’s concept store in Edinburgh signifies a continuation of the brand’s strategic expansion across the UK. This store, positioned in the vibrant St James Quarter, follows successful launches in London’s Westfield Stratford and Manchester’s Trafford Centre. The Edinburgh store aims to captivate customers with its curated selection of New Balance’s renowned performance and lifestyle products, including the highly sought-after trainer styles 9060 and 53.
Notably, the Edinburgh store is the fourth of its kind in the UK, underscoring New Balance’s commitment to broadening its retail footprint in key locations. This store brings a distinct shopping experience by offering the premium Made in UK and Made in USA collections, aimed at appealing to discerning shoppers looking for quality and style.
The store incorporates a central seating area and uses visual storytelling to enhance the shopping experience. This storytelling highlights the origins and craftsmanship behind selected products, providing a deeper connection between the products and their historical context. This approach not only informs but also enriches the customer’s understanding of the brand’s heritage and values.
According to Marco Alves, General Retail Director of New Balance, the store’s launch in Edinburgh is a pivotal step in the brand’s European expansion strategy. Alves states, “As we continue the expansion of our portfolio in Europe, we are excited to introduce the UCC [Uncommonly Common Concept] in Scotland to connect with our consumers.” His comments reflect the brand’s enthusiasm for establishing a meaningful presence in a new market.
This opening is also seen as a fulfilment of customer demand, with New Balance keen to provide an engaging environment tailored to the needs and preferences of the Edinburgh clientele. “It is amazing to be able to bring our customers in Edinburgh to this new space and deliver the product we know they are looking for in an engaging environment,” Alves added.
The new concept store in Edinburgh represents New Balance’s continued growth and its dedication to providing innovative retail experiences in the UK.
