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Hugo Boss has a new home at Saks Fifth Avenue.
The German men’s wear brand has unveiled a revamped Boss Men’s Shop as well as the first Hugo Men’s Shop at the Saks flagship in New York. In total, the real estate for the brand spans 2,800 square feet across the back and right-hand side of the seventh floor.
The new 2,300-square-foot Boss shop is one of 10 locations in key cities that boasts the new look, which features state-of-the-art lighting, backlit logos and updated visuals designed to increase visibility and brand presence. Fabric wall panels, black steel, oak and high-gloss surfaces enhance the selection. The shop offers Boss Selection, Boss Black and Boss Orange apparel and accessories for men. In addition, the 500-square-foot Hugo shop marks the first hard shop for the updated brand in the U.S. It employs varying shades of gray accented with Hugo’s signature red. Bronze-tinted glass contrasts with white lacquered and mirrored surfaces that enhance the clean and modern feeling of the label.
“The additional space has allowed us to expand our footprint,” said Mark Brashear, Hugo Boss chairman and chief executive officer for the Americas. The new concept is also being employed in shops in Europe at Selfridges and Harrods in England, El Corte Inglés in Spain and Galeries Lafayette in France, he said.
“We’re very pleased with the way it turned out and what it will mean to our business with Saks,” said Brashear, pointing out that a second Hugo shop will open at Saks’ Beverly Hills store in California later this summer. He said initial sales results from the shop are strong. “The weekend was fantastic,” he said. “We doubled our day [over last year] on Saturday, so initial indications are encouraging.”
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Tom Ott, senior vice president and general merchandise manager of men’s and home at Saks, said Hugo Boss approached him about a year ago about redoing its shop. “It was time for a renovation; the last shop had become dated.” He said the teams worked together on how to create “a showstopper in New York. They were open to suggestions and thoughts about the quality of the build-out.”
He said the end result is that the fixtures, furniture and fitting rooms are not only “rich,” but take into account the “architecture of the building.” It also allowed the store to showcase Hugo, which is an “emerging business for them.”
The shop also incorporates “on-floor storage,” he said, utilizing “nooks and crannies, cabinetry and drawers” to ensure customers are able to find their sizes quickly and efficiently. “And the fitting rooms are very luxurious,” Ott said.
The whole shop is upgraded and modern and “came out great,” he said.
Ott said while Hugo Boss shops in the branches have also received facelifts, this is the first one to offer the new design.