HUGO opens first store outside of London at Bullring Birmingham

German fashion group, HUGO BOSS has opened its first HUGO store concept outside of London at Bullring in Birmingham. The 278 sq m menswear store is the brand’s first location outside of London and only its second store in the UK. Designed by the brand's in-house team, the store interior is made up of natural materials such as maritime pine and plywood walls combined with acrylic panels and modern components, with the brand’s iconic red colour featuring on various shop fixtures.


Customers can enjoy complimentary drinks from the bar and browse a library of international style magazines in the store’s dedicated lounge areas. At the heart of the store is a community wall that showcases live @HUGO_official Instagram updates, alongside a digital kiosk revealing branded content that is entirely shoppable via touchscreen. A personalisation station is also available instore until 15 November 2018.


Latest issue

  • 1


  • 1

Latest windows:

  • 1


  • 1

Out & About

  • Out & About: London Design Festival 2018 +

    Read More
  • Out & About: Retail Design Expo 2018 +

    Read More
  • Out & About: VM & Display Show 2018 +

    Read More
  • 1


  • LIGEO™ As Bright As Your Ideas +

    Read More
  • Recreational Retail: Chain Stores Increase Focus on Personalized Shopper Experiences +

    Read More
  • GDPR: Key elements for businesses to consider +

    Read More
  • 1

Karl McKeever

Read Karl's column every month in Retail Focus


Read More ...

Exclusive Q&A


Michelle Kyle
District Visual Manager


Search Our Site



We use cookies to improve our website and your experience when using it. Cookies used for the essential operation of the site have already been set. To find out more about the cookies we use and how to delete them, see our privacy policy.

I accept cookies from this site.

EU Cookie Directive Module Information