Store gallery: Hugo Boss unveils digital-led London flagship

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Hugo Boss has opened a new flagship store on London’s Oxford Street.

The designer label has created a store concept designed to “strengthen the customer journey” across multiple touchpoints.

The digital journey begins outside the store where customers are invited to engage in a video game on their mobile device by scanning an interactive screen in the window.

Inside the store, customers can make use of fit guide tools dotted around and can also personalise their items. Hugo Boss’ personalisation service allows shoppers to customise their chosen product on an interactive screen, with the order then available within minutes.

A social media wall features brand ambassadors’ styles, which can then be directly purchased through a digital shopping function on screen.

The store measures nearly 6,740 sq ft across two floors and features the luxury retailers’ full range of menswear and womenswear in addition to watches, eyewear, jewellery and fragrances.

It also includes a dedicated sportswear zone, which is currently dedicated to cycling.

The concept is part of a €500m store renovation programme introduced last year as part of the German brand’s growth strategy.

Hugo Boss chief executive Daniel Grieder said: “The new Boss store at Oxford Street is an important milestone for the comprehensive store renovation programme that we introduced as part of our ‘Claim 5’ growth strategy.

“The new and innovative store concept perfectly showcases the 24/7 lifestyle approach of the brand and how we will engage with customers in the future. With a strong focus on digital elements, we are thereby taking the customer experience in our retail stores to a completely new level.”