Hugo Boss opens first Hugo concept store outside London

Hugo Bullring

Hugo Boss has officially opened the doors to its first Hugo standalone store outside of London in Birmingham’s Bullring.

The 3000sq ft store is the Hugo Boss subsidiary’s second UK store, and features the brand’s latest autumn/winter collection alongside a lounge area, a libary of style magazines, complimentary drinks bar and “community wall” showcasing the brands live Instagram updates.

The regional debut for Hugo forms part of Hugo Boss’ two-brand strategy that was first announced in 2016.

The strategy involves streamlining its portfolio to two lines – Hugo and Boss.

Hugo’s offering focuses on contemporary smart casual wear while Boss is more for tailoring and athleisure.

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