River Island has opened a new concept store at Fort Kinnaird, Edinburgh yesterday. The new space is twice the size of the previous store, occupying 10,500 square feet of trading space and promises a fully integrated shopping experience; combining physical and digital with interactive fitting rooms.
River Island’s design-led womenswear clothing and accessories will be offered alongside the brand’s expansive and versatile denim range. Menswear will carry leisurewear, denim in various fits and washes and a sophisticated range of suits and smart wear. Kidswear will offer RI baby, mini and older kids’ ranges with highlights including cute co-ords, special pieces perfect for occasions as well as everyday essentials.
As part of the launch celebrations, from 11th – 13th August, the new River Island store will host a programme of in-store events and activities for shoppers including a ‘Spin the Wheel’ experiential activation, pop-up flower shop by MUD Urban Flowers and in store competitions. The first 100 customers who spend over £55 will also receive a limited-edition tote bag filled with River Island goodies.
Liam Smith, centre director at Fort Kinnaird, said: “We’re very excited to be the first destination in Scotland to open one of River Island’s new concept stores.
“I’m sure our visitors from across the city will be just as intrigued and impressed, particularly with the innovative fitting rooms which will bring a whole new experience to shopping.”