Hoka has opened the doors to its first European store in Covent Garden, London at 2-3 James Street.
The French running and activewear brand’s 1750 sq. ft flagship store houses the full line of footwear, apparel and accessories under one roof for the first time.
Dubbed a “community-fuelled space”, the store unveils the brand’s fresh design concept, blending modern design with natural elements that embody its rich heritage.
The store’s interior also features interactive displays that tap into the brand’s ethos of ‘joyful movement and commitment to movement and motion for all’.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
The dedicated community area on the lower ground floor allows consumers to connect with ambassadors, elite athletes and product experts.
In this space, Hoka will offer yoga classes, wellness services, equipment repair, local events & runs, educational talks, workshops and panel discussions.
Chief commercial officer Stefano Caroti said:“London is arguably the most influential athletic lifestyle footwear market in the world and is a critically important market for us. It is imperative that we double down in London and develop marketplace strategy across performance and lifestyle to strengthen our presence in this key city.”
In recent year’s, Hoka’s popularity has surged, 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 1 million followers on Instagram, with various #Hoka hashtags garnering hundreds of thousands of views on TikTok.
Click here to sign up to Retail Gazette‘s free daily email newsletter
