New Balance has opened its new concept store in Edinburgh, combining sport and culture.
- The store at St James Quarter features central seating areas to inspire and engage customers.
- It integrates a curated selection of products, blending lifestyle and performance items.
- Customers can discover shoe models such as the 9060 and 530 alongside the latest performance styles.
- Marco Alves highlights the store’s role in connecting with consumers through the UCC concept.
New Balance has unveiled its latest premium concept store in the heart of Edinburgh at St James Quarter. This new retail space is designed to merge the worlds of sport and culture, offering an innovative shopping experience for its customers. The store features central seating areas, encouraging visitors to gather, seek inspiration, and explore their personal style, marking a new direction in retail engagement.
The store’s design includes a carefully curated selection of merchandise, showcasing popular lifestyle products alongside the newest running and performance styles. Among the selection are the sought-after shoe models such as the 9060 and 530, which are displayed next to items geared towards athletes seeking high-performance gear.
Moreover, the store incorporates visual storytelling elements that highlight the origins and makers behind select products. This approach not only elevates the shopping experience but also reflects New Balance’s strategic positioning at the confluence of sport and lifestyle.
Marco Alves, general retail director of New Balance, expressed his enthusiasm about the brand’s expansion in Europe and the introduction of the UCC concept to the Scottish market. He stated, “As we continue the expansion of our portfolio in Europe, we are excited to introduce the UCC concept in Scotland to connect with our consumers.” Alves emphasised the significance of providing an engaging environment that resonates with New Balance’s brand ethos and caters to the discerning needs of its Edinburgh customers.
The new Edinburgh store exemplifies New Balance’s forward-thinking approach, merging sport with lifestyle to enrich consumer engagement.
