German fashion group Hugo Boos has opened its debut regional store for new concept, Hugo, at the Bullring in Birmingham. This marks the brand’s first location outside of London and its second in the UK.
The 3,000 sq ft store features the brand’s latest autumn/winter collection and will focus on Hugo’s contemporary smart casual wear, in comparison to Boss, which is more for tailoring and athleisure.
The store has a lounge area, a library of style magazines, complimentary drinks bar and “community wall” showcasing live @hugo_official Instagram updates and a digital kiosk revealing branded content that is entirely shoppable via touchscreen. A personalisation station is also available in-store for the launch until November 15.
The newly opened store has been designed by an in-house team, featuring natural materials such as maritime pine and plywood walls combined with acrylic panels and modern components, with the brand’s iconic red colour featuring on various shop fixtures.
Iain Mitchell, Commercial Director at Hammerson, said, “This high-profile opening, the first Hugo standalone store outside of London, is a clear sign of The Bullring Estate’s appeal as one of Europe’s leading retail and leisure destinations.”
The regional debut for Hugo forms part of Hugo Boss’ two-brand strategy that was first announced in 2016.