EE has today opened a new Experience Local store in Elgin, northeast Scotland, marking its first tech-led hub of this kind in the country. The opening comes just months after the sudden closure of the St Giles Centre forced 15 local businesses, including EE, to vacate their units with little warning.
Located on Elgin High Street, the new store serves as both a permanent tech destination and a community support space, complete with a dedicated pop-up area to help small traders reconnect with customers in person. The move follows EE’s interim presence via a mobile truck stationed in the town centre to maintain local service.
In the wake of the St Giles Centre’s January shutdown, only four of the 15 affected businesses have secured new premises. Many others have transitioned to online-only operations, resulting in lost footfall and diminished community engagement.
Now, EE’s new retail concept aims to reverse that trend. The Elgin store introduces Scotland’s first ‘Experience Local’ format, a space that not only showcases the latest in connected technology but also integrates community initiatives. A core feature is the ‘Elgin Retail Revival’ display cart, which will host one displaced business each month in the lead-up to Christmas.
Asif Aziz, Retail Director at EE, said: “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 that previously operated in the St Giles Centre, will be the first to occupy the concession space, running from today until 11 October. Covesea Candles, a local handcrafted candle business, will follow on 29 November, with another brand to be announced for December.
Sharon Davidson, Owner of Smadug, said: “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.”
In addition to supporting local entrepreneurs, the Experience Local store will serve as a community tech hub. EE Guides will be on hand to advise visitors on the latest technologies, from smartphones to safety tools for young users. The store’s hands-on format is part of a wider retail strategy focused on innovation, customer experience, and community involvement.
The Elgin launch follows the opening of an EE Experience Store in Glasgow, with both projects forming part of a £3 million investment in high street retail across the UK in 2025. The Elgin location stands as a statement of intent — reaffirming EE’s commitment to bringing technology and community together while helping local economies recover.
