Hoka chooses London for first store in EMEA
Hoka, the performance footwear and apparel brand, has chosen London’s Covent Garden for the opening of its first retail location in its EMEA region.
Situated at 2-3 James Street, the 1,750-square-foot new concept store showcases the brand’s full line of footwear, apparel and accessories.
The shop’s lower ground floor includes a dedicated community area where customers can access yoga classes, wellness services and equipment repair. They will also be able to attend events such as educational talks, workshops and panel discussions, as well as participate in local runs.
Stefano Caroti, chief commercial officer of Deckers Brands, said: “London is arguably the most influential athletic lifestyle footwear market in the world and is a critically important market for us. It is imperative that we double down in London and develop marketplace strategy across performance and lifestyle to strengthen our presence in this key city.”
Marco Ellerker senior VP & general manager of EMEA, Japan and Asia Pacific at Deckers, added: “We are thrilled to open our first store in the EMEA region, in one of Europe’s key markets. At Hoka, our goal is to inspire people to move, and it was important to us to create a space that can connect our community, with an accessible run club for fans of the brand to take flight together”.
The addition of Hoka follows recent openings by Sessun, Balibaris and Mejuri at Covent Garden. Other brands set to join the line-up in the coming months include House of Creed, Omega and Tissot.
Michelle McGrath, executive director at Shaftesbury Capital, said: “We are delighted that Hoka has chosen Covent Garden for their European debut and flagship location, showcasing their innovative and industry-disrupting performance wear. Covent Garden is one of the richest and most diverse shopping and dining destinations in London with an experience-led approach to retail and hospitality, and a strong line-up of global, British, and independent brands.”
