Hugo Boss is due to launch its first Hugo standalone store outside of London next month in Birmingham’s Bullring Estate.
The 3000sq ft store will be the Hugo Boss subsidiary’s second UK store, and will feature the brand’s latest autumn/winter collection alongside a lounge area, complimentary drinks bar and “community wall” showcasing the brands live Instagram updates.
“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,” property giant Hammerson’s commercial director Iain Mitchell said.
“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.”
The Bullring estate, which includes the Bullring shopping centre, Grand Central and Link Street, now boasts a footfall of over 36 million every year.
Hugo Boss’s managing director Stephan Born added: “We are delighted to choose the Bullring for our second UK Hugo store. It’s an exciting time for the brand, and securing the right stores in the right locations has been a crucial part of our strategy.
“We look forward to the store opening in November and introducing the Birmingham Bullring customer to our Hugo collections.”