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Hugo Boss plots Hugo and womenswear store debuts

Premium brand Hugo Boss plans to open the first standalone store for its more trend-led Hugo sub-brand and is also considering opening its first womenswear store in the UK.

Hugo Boss, which has 42 UK stores, including concessions and outlets, is eyeing London’s upmarket South Molton Street for the Hugo opening.

Hugo – which offers more directional styles – is currently sold within existing Hugo Boss stores.

Hugo Boss UK managing director Bernd Hake said London was a key focus for the business, which is also looking to open another Hugo Boss store in Covent Garden.

Hake said: “Our products are working well in metropolitan cities. London attracts a lot of tourists and the Olympics will bring even more.”

Hugo Boss’s UK sales, including wholesale, have jumped 37% in 2011, according to Hake. He expects double-digit growth to continue next year.

The German business is also looking to expand its womenswear offer, which currently accounts for just over 10% of total sales.

Hugo Boss group chief executive Claus-Dietrich Lahrs said he expected London to have its own standalone Hugo Boss womenswear store in the next two to three years.

Hake said: “We’re going to allocate it a lot more space. We can achieve sales densities in line with menswear, especially in London with businesswomen embracing our tailored heritage.”

Hugo Boss is also investing £15m in store revamps next year. The 15 franchise stores it acquired from former franchise partner Moss Bros this year will be refreshed, starting with the revamp of its Regent Street flagship in January. The stores will become more interactive, with catwalk shows on digital screens showcasing the offer.

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