Sportswear brand New Balance has announced a new idea for a store in Edinburgh’s St James Quarter. According to a news release, the core of the “UCC” concept is the brand’s aim to prioritise the customer, placing people at the centre of the experience rather than the product.
In light of this, the interior of the store has elements like centre seating sections that are intended to inspire patrons to congregate and discover their individual styles. A carefully chosen assortment of essential lifestyle items, such as well-known shoe models like the 9060 and running and performance-oriented footwear, are included in this section.
Additional proof of the idea is included with the goods selection, which is complemented with visual narratives that showcase the designers and places of origin of each design. According to New Balance, this demonstrated their broader market positioning and efforts to cater to both style-conscious and performance-oriented customers.
Marco Alves, general director of retail for the company, commented on the launch, saying, “We are thrilled to introduce the UCC concept in Scotland to connect with our consumers as we continue the expansion of our portfolio in Europe. It is incredible to be able to bring our clients in Edinburgh to this new location and provide them with the product we know they want in a fun setting.”
