Bullring welcomes first store outside London for HUGO

The Bullring Estate has announced that German fashion group, HUGO BOSS, has officially opened the debut regional store for new concept, HUGO, at the Bullring.

The 3,000 sq ft menswear store is the brand’s first location outside of London and only second store in the UK. Designed by an 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 there is a community wall that showcases live @HUGO_official Instagram updates and a digital kiosk revealing branded content that is entirely shoppable via touchscreen. A personalisation station is also available instore until November 15.

 Iain Mitchell, Commercial Director at Hammerson commented: “This high-profile opening, the first HUGO standalone store outside of London, is a clear sign of The Bullring Estate’s appeal as one of Europe’s leading retail and leisure destinations.”