Hugo Boss opens first Hugo branded store outside of London
Hugo Boss has chosen Birmingham for the opening of its first store outside of London under the new brand concept Hugo.
Situated in The Bullring, the 3,000 square foot menswear store has been designed by an in-house team and features natural materials such as maritime pine and plywood walls combined with acrylic panels.
As well as being able to browse the brand’s range of fashion, customers can enjoy complimentary drinks from the store’s bar and leaf through a library of international style magazines in its dedicated lounge areas.
The store also includes a ‘community wall’ that showcases live @HUGO official Instagram updates and a digital kiosk revealing branded content that is shoppable via touchscreen. A personalisation station will also be available in-store until 15 November.
Iain Mitchell, commercial director at Hammerson, said: “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.”
