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Standalone HUGO store coming to Birmingham

Hugo Boss is to open the first standalone UK HUGO store outside London, at the Bullring in Birmingham. The store will open in November this year, and has been designed by an in-house team.

The first standalone HUGO store in the UK (pictured) opened in August at Westfield London. The sub-brand launched as a menswear line in 1993, and expanded into womenswear in 1998. It also now offers shoes, accessories and fragrances.

The 279 sq m (3,000 sq ft) Birmingham store will be a menswear-only branch. It will feature a lounge area where customer can browse a library of international fashion magazines and enjoy complimentary refreshments. A community wall will showcase live Instagram updates from the brand.

“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,” says Hugo Boss managing director for Northern Europe Stephan Born.