Hugo Boss to open Hugo and womenswear stores

German fashion giant Hugo Boss is to open a standalone boutique for its Hugo brand, with a second store launch planned for its womenswear. Hugo Boss, which has 42 UK stores, including concessions and outlets, is eyeing London’s upmarket

South Molton Street for the Hugo opening, reports Drapers.

Hugo, the younger offshoot and more style-led brand, is currently sold within existing Hugo Boss stores, although Hugo stores previously existed in Amsterdam and Germany.

Hugo Boss UK managing director Bernd Hake told Drapers London was a key focus for the business, which is also looking to open another Hugo Boss store in Covent Garden.

Hake said: “Our products are working well in metropolitan cities. London attracts a lot of tourists and the Olympics will bring even more.”

Hugo Boss’s UK sales, including wholesale, have jumped 37% in 2011, according to Hake. He expects double-digit growth to continue next year.

The German business is also looking to expand its womenswear offer, which currently accounts for just over 10% of total sales.

Hugo Boss group chief executive Claus-Dietrich Lahrs said he expected London to have its own standalone Hugo Boss womenswear store in the next two to three years.

Hake said: “We’re going to allocate it a lot more space. We can achieve sales densities in line with menswear, especially in London with businesswomen embracing our tailored heritage.”

Hugo Boss is also investing £15m in store revamps next year. The 15 franchise stores it acquired from former franchise partner Moss Bros this year will be refreshed, starting with the revamp of its Regent Street flagship in January. The stores will become more interactive, with catwalk shows on digital screens showcasing the offer.

Image: Hugo Boss Orange AW11 campaign