EE returns to Elgin with Scotland’s first Experience Local store following St Giles Centre closure

EE is today opening a new Experience Local store in Elgin, northeast Scotland, following the closure earlier this year of the St Giles Centre, which left it and 14 other businesses looking for a new home.

The first of its kind tech hub in Scotland is returning to permanent premises in the town’s high street, including an in-store pop-up designed to help traders displaced by the St Giles Centre closure.  

In January, 15 businesses had to abandon their outlets at short notice and, nine months on, only four have relocated. Many have been unable to afford the cost of leasing new premises in the town and have become online only businesses.

EE initially opened a temporary mobile truck stationed in the town centre. And now the new Experience Local store invites people to get hands on with the latest connected tech launches and receive expert advice from EE Guides.

It is part of the company’s revamped retail strategy, which places innovation, personalised experiences and community initiatives at the core of its activity on the UK high street.   

An ‘Elgin Retail Revival’ display cart will allow displaced businesses to showcase their products for one weekend every month throughout the run up to Christmas.  

Asif Aziz, Retail Director at EE, says: “We’ve been working hard to give the people of Elgin a permanent destination for their tech needs, and I’m pleased to say our new store is better than anything that’s gone before. We’ve been operating out of a temporary truck in the town centre to maintain our presence for the community, so we thought it only fitting that we extend that same lifeline to others.”  

Smadug, a Scottish inspired clothing brand, will be the first small business to take over the concession from today through to tomorrow. Following them, stone candle crafting brand Covesea Candles will occupy the pop-up in November (29th). December’s business will be announced in the coming weeks.

Sharon Davidson, Owner of Smadug, says: “When the St Giles Centre closed in January, it was heartbreaking for local retailers and meant many of us lost a real connection to the Elgin community.”

“The in-person retail experience is so important to us because it allows customers to feel the quality of our products, something that’s hard to convey online. We’re thrilled to return to the high street this weekend and be the first resident of EE’s ‘Elgin Retail Revival’ so we can share what we’ve been working on over the past year.” 

The launch follows EE’s Experience offering opening in Glasgow last week, marking the first of its kind in Scotland. Both are part of the firm’s £3 million investment in bricks and mortar retail this year.

2025 RTIH INNOVATION AWARDS

Physical stores will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.