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Inside the UK's first Hugo store from Hugo Boss

German brand Hugo Boss has opened its first UK standalone Hugo menswear store as part of its realigned “two brand” strategy.

The first standalone Hugo menswear store in the UK opened in Westfield London in White City on 14 August. It follows the opening of Hugo stores in Amsterdam on 6 June and Paris’s Le Marais in 19 July.

The opening is part of Hugo Boss’s “two-brand strategy” announced in late 2016, which intends to realign the portfolio of the German business by rationalising into just two brands: Boss and Hugo.

Former sub-brands Boss Orange and Boss Green have been incorporated into the Boss core brand, encompassing business, casual and athleisure designs. While Hugo mixes signature tailoring and casual styles with a more youthful and fashion-led direction.

Hugo retail prices range from £35 for logo T-shirts to £1,900 for a lambskin and shearling jacket.

Key to the new Hugo store concept is the integration of digital technology and “lounge spaces” – which plays into the trend for increasing dwell times in store and adding relaxing, experiential, multichannel elements to bricks-and-mortar spaces.

Digital screens have been installed throughout as focal points within the layout. A “community wall” aggregates user-generated content from Hugo Boss social media platforms, while the brand will also display shoppable content on touchscreens and smart mirrors. Although the store is dedicated to menswear, Hugo’s womenswear range can be shopped through an interactive mirror.

The premium-style lounge area, where shoppers can read fashion magazines and enjoy complimentary drinks, are also fitted with free USB phone-charging points.

In terms of fixtures and fittings, maritime pine and plywood are used as a neutral base throughout the 1,227 sq ft space to create a clean and light look. This is accented by bold use of red – the Hugo brand’s signature colour. Used across thin shelving, statement panels and smaller visual-merchandising props, the subtler use of red brings a recognisable branded look to the shopfit without being overbearing.

Hugo Boss plans to open 10 Hugo stores this year at locations to be revealed.

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