BOSS SETS SOHO STORE
Byline: Janet Ozzard
NEW YORK — Hugo Boss has signed a lease for a 3,100-square-foot store at 132 Greene Street in SoHo. The store, set to open this fall, will carry the German sportswear manufacturer’s Hugo-Hugo Boss line for women and men. That is the company’s lowest price line, targeted to a younger, twentysomething customer looking for well-made apparel with a bit of trendiness.
“The store will be about two-thirds men’s wear and one-third women’s,” said Marty Staff, president and chief executive officer of Hugo Boss USA Inc. While the line’s styling is skewed young, Staff believes it will appeal to customers of all ages.
“These days, you can’t market too young,” he said. Retail prices are about $195 to $495 for knitwear and $395 to $795 for jackets.
But there’s more to come on the retail horizon for the Hugo line, he said.
“This is the first Hugo store in New York; we already have two in Los Angeles,” Staff said. “This is one of six that are set to open this fall.”
Other sites include the King of Prussia Mall near Philadelphia, Tyson’s Galleria in Virginia, the Short Hills Mall in New Jersey, the Mall of America in Minneapolis and the Aladdin hotel complex in Las Vegas. Staff said next year’s project will be to expand the slightly higher-priced Boss Hugo Boss label’s U.S. business into selective distribution and freestanding stores.