New Balance continues its expansion with a new store in Edinburgh.
- This marks the brand’s fourth concept store in the United Kingdom.
- The Edinburgh store features both performance and lifestyle collections.
- A focus on visual storytelling enhances the shopping experience.
- Marco Alves expresses enthusiasm for engaging with Scottish consumers.
New Balance, a well-regarded US sportswear brand, has introduced its latest concept store in Edinburgh’s St James Quarter, reflecting the brand’s strategic expansion in the United Kingdom. This new location marks New Balance’s fourth premium concept store in the country, following successful openings in both London and Manchester.
The Edinburgh store offers a carefully curated selection of New Balance’s performance and lifestyle products, showcasing notable trainer styles such as the 9060 and 53 models. Additionally, customers can explore the premium ‘Made in UK’ and ‘Made in USA’ collections, indicative of the brand’s commitment to high-quality offerings.
Enhancing the store’s ambiance, a central seating area has been integrated, alongside visual storytelling elements that delve into the origins and craftsmanship behind select products. This approach not only highlights the brand’s heritage but also aims to create a more engaging and immersive shopping experience for consumers.
Marco Alves, the general retail director of New Balance, shared his excitement regarding the store’s opening. He emphasised the importance of connecting with consumers in Scotland, stating, “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.”
The Edinburgh concept store positions New Balance favourably among discerning consumers seeking premium sportswear options.
