Hugo Boss will open a store for its Hugo sub-brand in Birmingham’s Bullring shopping centre next month, its first outside of London.
The 1,400 sq ft site will be the second standalone Hugo store in the UK, following an opening in Westfield London in August.
Lounge areas in the Bullring store will offer customers a library of international fashion magazines, with a bar serving complimentary drinks.
The interior will feature maritime pine and acrylic panels, with the red shade from the brand’s logo seen across the fixtures and fittings. It will also contain a “community wall” displaying live updates from the brand’s Instagram page.
Collections carried in store will include Hugo Boss’s latest autumn/winter menswear collection and Hugo’s ”reversed logo” collection, which includes unisex T-shirts, sweatshirts and track pants.
The company announced a two-brand strategy in 2016. Hugo offers a range of contemporary smart-casual pieces, while Boss focuses on tailoring and athleisure.
The company is planning to open 10 Hugo stores globally over the course of 2018, following launches in London, Amsterdam and Paris.