French running and activewear brand Hoka is set to open the doors to its first store in the UK next week in London’s Covent Garden, Drapers reports.
The retailer’s new 2,648 sq ft London flagship will be located at 2-3 James Street in Covent Garden, taking on the unit previously occupied by Karen Millen.
The site will be the first UK standalone store for Hoka, which already has six stores in the US, one in Canada and three in Japan.
Hoka’s retail prices range from £30 for a recycled polyster and lycra sports bra to £220 for a pair of water-resistant Gore-Tex hiking boots.
In the UK, the label is stocked by multiples including JD Sports and Marks & Spencer.
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In recent year’s, Hoka’s popularity has surged significantly, primarily driven by the activewear brand going viral on social media sites, including TikTok and Instagram, thanks to various influencers plugging its bright, distinctive colourways.
The retailer boasts 1m followers on Instagram, with various #Hoka hashtags garnering hundreds of thousands of views on TikTok.
@raddadbodtv Replying to @tekkes3 runtok gives us a look st a more diverse (and realistic) representation of the running community. The average runner needs a little more cushion which is why i believe we see more @hoka shoes. That being said I see runners in almost every brand on here which is how it should be! #runtok #runningtips #runningshoes #flyhumanfly #runningshoetips #hoka #runningcoach #runningshoesforpronation #archsupportforrunners #runningcoach
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