New Balance has inaugurated its new concept store in Edinburgh’s St James Quarter, combining sport and culture.
- The store features curated lifestyle products and popular shoe models, including the 9060 and 530.
- It is designed to inspire shoppers by integrating visual storytelling and highlighting product origins and makers.
- The store caters to both style-conscious individuals and athletes seeking performance-driven gear.
- New Balance’s UCC concept aims to enhance consumer engagement across Europe.
On 23rd September 2024, New Balance officially opened its new premium concept store in the heart of Edinburgh’s bustling St James Quarter. This strategic location features a design centred around central seating areas, encouraging customers to relax and delve into their personal style. The store presents a finely curated selection of lifestyle products, alongside popular footwear models such as the 9060 and 530, in addition to the latest running and performance styles.
According to statements from New Balance, the store ‘integrates a carefully chosen assortment of merchandise as well as visual storytelling that highlights the origins and makers behind select products.’ This approach not only reflects the brand’s strategic position at the intersection of sport and culture but also resonates with its dual audience: the style-conscious shopper and athletes who prioritise performance. The store is more than just a retail space; it is designed to inspire and inform.
Marco Alves, New Balance’s General Retail Director, 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.’ This initiative underscores the brand’s commitment to strengthening its presence in Europe while offering consumers an engaging shopping environment tailored to their expectations and needs.
The opening of New Balance’s Edinburgh concept store highlights its commitment to blending style, performance, and consumer engagement.
