Box Brand launches unique merchandise in Elgin’s St Giles Centre

Box Brand introduces Elgin-themed merchandise, including Dandy Lion designs.

Box Brand launches unique merchandise in Elgin’s St Giles Centre

In a vibrant addition to Elgin’s retail landscape, Box Brand has officially opened its doors at the St Giles Centre, offering a fresh take on local merchandise. This new venture, a spin-off from the established IT Central, aims to fill a noticeable gap in the market for custom-printed items and souvenirs that celebrate the town’s identity.

Custom merchandise tailored for Elgin

Box Brand specializes in creating custom-made clothing, mugs, and tumblers, catering to individuals and businesses looking for unique designs. The firm has also launched a range of Elgin-themed merchandise, which includes stylized maps, whisky glasses, and Highland cow motifs.

According to Lee Midlane, the owner, the goal is to provide locals and visitors with quality souvenirs that reflect the essence of Elgin.

Dandy Lion: A local icon

Among the standout items is a stylized drawing of Dandy Lion, a beloved statue that has become a recognizable symbol of the town.

Midlane expressed her enthusiasm for the Dandy Lion concept, stating, “It’s very Elgin too, it’s instantly recognizable for locals.” This merchandise not only serves as a conversation starter but also as a way to promote local pride.

Strategic location and community engagement

Box Brand has signed an initial three-month lease in a unit that has been vacant for about four years. Despite the St Giles Centre’s current occupancy rate of just 54%, Midlane believes the location offers significant foot traffic, especially with the nearby bus station. She noted, “It’s got really good footfall, probably a lot more than people realize.” This strategic choice allows Box Brand to engage with the community effectively while keeping operational costs low.

As the business settles in, Midlane is optimistic about its potential to thrive in Elgin’s retail environment. She mentioned that the local community has shown interest in the new offerings, with many expressing a desire for souvenirs that represent their hometown. With plans to expand their product range and participate in local events, Box Brand is poised to become a staple in Elgin’s shopping scene.