Hugo Boss selects Bullring for second Hugo store in the UK

By

Barbara Santamaria

Published
Oct 11, 2018

Hugo Boss is to open a second UK location for its new Hugo brand in Birmingham this autumn, following a first opening in Westfield London in August.

The 130-square-metre store will be located in the Bullring shopping centre, which houses several premium brands including Coach, Hobbs, Karen Millen, Michael Kors and Tommy Hilfiger. There is also a Hugo Boss store selling the brand’s core fashion collection.

The store opening is part of the German company’s new-two brand strategy, which recently introduced the new Hugo label as an extension of Hugo Boss and targets trend-driven, younger consumers.

This will be reflected in the store interior, with a ‘community wall’ showcasing live @HUGO_official Instagram updates and lounge areas providing a luxurious experience where customers can browse international magazines and enjoy complimentary drinks.

In addition to the latest Autumn/Winter 2018 menswear collection, the store will feature the Hugo reversed logo collection, designed with the selfie nation in mind. This is a capsule range of unisex t-shirts, sweatshirts and track pants which has already become a favourite on Instagram.

Hugo Boss is planning to open ten Hugo stores globally over the course of this year, including the new Bullring store which launches in November.

Iain Mitchell, commercial director at Hammerson, the company behind Bullring, said: “This high-profile signing, 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. With the largest population outside of London, Birmingham is the obvious location for HUGO to launch its second UK store. The brand will be a great addition to the existing Bullring line-up of leading international brands.”