New Balance’s new store located at St James Quarter introduces a retail experience designed to prioritise the customer by putting people, not products, at its centre. Designed with central seating areas, the new retail concept offers an inviting 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 models like the 9060 and 530, next to the latest running and performance styles. The premium Made in UK and Made in USA collections are also available, offering footwear and clothing for sneaker enthusiasts and those seeking high-quality craftsmanship.
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 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.
Marco Alves, general retail director at New Balance, 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.”
