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NEW YORK — Hugo Boss’ 4,037-square-foot store opening in the Meatpacking District in August represents a new retail concept for the brand: eight collections for men and women under the same roof.
This story first appeared in the April 9, 2008 issue of WWD. Subscribe Today.
The unit at 401 West 14th Street and a 9,075-square-foot store to open in June near Broadway and Prince Street in SoHo are intended to replace the 22,000-square-foot Hugo Boss Fifth Avenue flagship that closed in December.
The Meatpacking District store shares an address with the 25,000-square-foot Apple store, the company’s biggest. Apple stores are said to generate foot traffic that can spill over to other retailers.
Hugo Boss’ choice of location seems skewed to a youthful audience. “We have always been attracting a range of customers, including the younger market,” a spokeswoman said. “With the diversity of all of our collections the younger consumer can always find something to wear.”
Hugo and Boss Orange target the young, hip urban consumer, and Boss Black is aimed at a young, sophisticated crowd, the spokeswoman added.
Next year, Hugo Boss plans to open stores on Madison Avenue and in the Wall Street district. Boss also has stores at the Shops at Columbus Circle at the Time Warner Center and on Greene Street in SoHo. The company has said that stores in varying Manhattan neighborhoods require different product assortments.
However, the Meatpacking District store will feature a smattering of each line, or the “best of the best” of key items from Boss Black men’s and women’s, Boss Selection for men, Boss Orange men’s and women’s, Hugo men’s and women’s and Boss Green for men. Accessories for men and women will be sold for each line.
The interior walls will be lined with what the company described as a “superstructure” of birchwood bent to form a diamond pattern. The floor is to be covered with concrete panels, as well as oak. Merchandise will be presented on simple bronzed metal fixtures and shelf units suspended from the superstructure. Two dark brown sofas will frame a coffee table at the back of the store.
Hugo Boss’ U.S. sales in company-owned stores grew 18 percent last year, and wholesale sales advanced 20 percent, the company said. Hugo Boss operates about 287 stores worldwide. The company has said it plans to open 60 stores this year, primarily in China.