Hugo Boss will open its first Hugo store in the UK, at Westfield London in White City, in August.
The opening marks the first step of the two-brand strategy announced in 2016. The premium brand is streamlining its portfolio to two lines – Hugo, a collection of contemporary smart-casual pieces, and Boss, a range of tailoring and athleisure collections. The company is planning to open 10 Hugo stores globally over the course of 2018. Hugo stores in Amsterdam and Paris have already opened.
The 1550 sq ft store features natural materials such as maritime pine and plywood and Hugo’s trademark red colour has been applied on various shop fixtures. The store also has lounge areas where customers can browse a library of international style magazines, enjoy complimentary drinks from the bar and make use of the free USB charging points. There is also a community wall that aggregates user-generated content onto a screen.