New Balance has opened the doors to its new store at St James Quarter in the heart of Edinburgh.
The sporting giant’s store has been designed with central seating areas, housing its new retail concept which offers a space that “encourages customers to gather, find inspiration, and explore their personal style”.
Featuring a curated selection of core lifestyle products, the store stocks popular shoe models including the 9060 and 530, next to the latest running and performance styles.
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New Balance said the store “integrates a carefully chosen assortment of merchandise as well as visual storytelling that highlights the origins and makers behind select products”.
It added its approach “reflects New Balance’s position at the intersection of sport and culture”, appealing to both style-conscious shoppers and athletes in search of performance-driven gear.
New Balance general retail director Marco Alves said: “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.”
“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.”
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