In Pictures: HOKA debuts new design concept as it opens first UK store

HOKA, a division of Deckers Brands, has opened its first-ever European retail location in London's Covent Garden.

The new 1750 sq ft flagship showcases the brand's full line-up of footwear, apparel and accessories under one roof for the first time.

It also introduces HOKA's new design concept, blending "modern design with natural elements", including interactive displays.

In addition, the space features a dedicated community area on the lower ground floor, allowing customers to fully immerse themselves in the brand and connect with its ambassadors, elite athletes and product experts.

In this space, HOKA will offer yoga classes, wellness services, equipment repair, local events, educational talks, workshops, and panel discussions for the "ultimate brand experience".

Stefano Caroti, Chief Commercial Officer at Deckers Brands, 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."

Launched in 2009, HOKA is a performance footwear and apparel brand. With an "always-on" mindset for innovation, the business crafts "bold and unexpected" new solutions for athletes of all types.

The opening of HOKA in Covent Garden follows the recent openings of Sessun, Balibaris and Mejuri, as well as a number of brands set to join the destination over the coming months, such as House of Creed, Omega and Tissot.

Michelle McGrath, Executive Director at Shaftesbury Capital, said: "Covent Garden is one of the richest and most diverse shopping and dining destinations in London with an experience-led approach to retail and hospitality, and a strong line-up of global, British, and independent brands.

"We’re proud to play a part in and celebrate this significant milestone for HOKA, providing yet another fantastic addition to our portfolio."