Hugo opens first store outside London

Hugo Boss has opened the first regional store for its Hugo brand at the Bullring shopping centre in Birmingham.


Hugo

The 3,000-square-foot menswear destination is the brand’s second location in the UK and is part of a strategy shift from Hugo Boss to focus its operations in two core brands.

Designed in-house to cater the younger, tech-savvy demographic, the Bullring store offers complimentary drinks, has a selection of international style magazines and boasts of several lounge areas.

A ‘community wall’ displays live Instagram updates from the Hugo brand, and a number of touch screens show shoppable content. A personalisation station is also available in store until 15 November.

The store interior is made up of natural materials such as maritime pine and plywood walls, which are combined with acrylic panels and the brand’s signature red colour on various fixtures.  

Iain Mitchell, commercial director at Hammerson, commented: “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 first UK Hugo store opened in Westfield London in August.

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