Store gallery: Inside sportswear brand Hoka’s first European store in Covent Garden

Hoka’s shiny new 1750 sq ft flagship store is located at 2-3 James Street and features the brand’s full range of footwear, apparel, and accessories under one roof for the first time.  

The Covent Garden store features Hoka’s new design concept with interactive displays that “tap into the brand’s ethos of joyful movement and commitment to movement and motion for all.”

The lower ground floor is a dedicated community area where customers can connect with Hoka’s ambassadors, elite athletes and product experts.

It is also a space for yoga classes, wellness services, equipment repair, local events and runs, educational talks, workshops and panel discussions.

Deckers Brands, which owns Hoka, chief commercial officer Stefano Caroti 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 a marketplace strategy across performance and lifestyle to strengthen our presence in this key city.”

Commenting on the significance of Hoka’s opening, Michelle McGrath, executive director at Shaftesbury Capital, said: “We are delighted that Hoka has chosen Covent Garden for its European debut and flagship location, showcasing its innovative and industry-disrupting performance wear.

“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, another fantastic addition to our portfolio.”