Hugo Boss will open its first standalone HUGO store outside of London at the Bullring shopping destination in Birmingham next month.
The new 3,000 sq ft menswear only store is the brand’s second in the UK and will feature lounge areas where customers can browse a library of international style magazines and enjoy complimentary drinks from the bar. At the heart of the store will be a community wall showcasing live @HUGO_official Instagram updates in a dynamic way.
“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,” said Hugo Boss Northern Europe, Middle East & India managing director Stephan Born.
Bullring celebrated its 15th birthday last month and now attracts a footfall of more than 36 million a year. Upon opening Bullring brought 53 new brands to the city, with more than 50 of the original brands continuing to trade there. The entire destination comprises the Bullring centre, Grand Central and Link Street.
Iain Mitchell, commercial director at Bullring’s owner Hammerson, 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.”