Spanish sneaker brand HOFF opens second UK store in Covent Garden

Spanish footwear brand HOFF has opened a new flagship store in London’s Covent Garden, marking its second location in the city after its Regent Street store.

The opening is part of the brand’s ongoing international expansion, which also includes stores in Mexico and Amsterdam.

Designed by Spanish architecture studio El Departamento, the new store is described as a gallery-like space that combines artisanal materials, such as handcrafted Zellige ceramics, with industrial elements including stainless steel and reflective surfaces.

The design aims to balance product display with a sensory environment, adapted to London’s urban and cultural context.

"Our vision for the London flagship was to create a site-specific evolution of the HOFF identity, rather than a replication," said El Departamento.

"The core concept relies on a duality: bridging the gap between the warmth of artisanal craftsmanship and a sharper, industrial aesthetic. This aligns with a forward-looking view of retail where the store acts as a gallery - a neutral, fluid envelope that privileges the product and offers a sensory, not just transactional, experience."

The store is positioned as a central hub for HOFF’s new releases, emphasising both the retail experience and product presentation. It showcases the brand’s signature styles, including the ballet-inspired Bridge silhouette, the retro skate-style Park, and the recently launched Seven.

"London is a key strategic market for us," said HOFF CEO Fran Marchena. "Our established presence in the UK allows us to strengthen brand relevance and engage a highly discerning international audience. This moment reflects a new phase of disciplined international growth, focused on consolidating our retail footprint, elevating the brand experience, and building long-term value in priority global cities."

The Covent Garden opening follows HOFF’s major international retail debut at its Madrid home concept venue on Velázquez Street in October 2025. The brand has been expanding rapidly, now operating in over 20 markets, with 19 stores in Spain, seven international locations, and 18 owned corners.

HOFF has also seen financial growth, with annual turnover rising from €17 million to €77 million over the past five years - representing a reported 50% compound annual growth rate.