Hugo Boss has recently announced its plans to open a new store in the renovated Parcels Building in the “Selfridges neighbourhood” of London. The building, currently undergoing upgrades to meet high environmental standards, will consist of both office and retail space and is set to open its doors in 2022. Situated in a prime location overlooking Oxford Street and Duke Street, the retail space will span 20,000 square feet, with a dedicated 8,000 square feet area specifically for Hugo Boss. The store’s highly anticipated opening is expected to take place in the spring of next year. Additionally, the Parcels Building will feature a two-level events area, while Fora, a workspace provider, will occupy a significant portion of the remaining space.
Tim Reade, Director of Asset Management at Selfridges Group, believes that the addition of Hugo Boss will heighten the appeal of the Selfridges neighbourhood, attracting even more visitors. Volker Herre, the Managing Director of Hugo Boss Western Europe & Middle East, expressed the company’s excitement about partnering with Selfridges Group at The Parcels Building. Herre emphasized Hugo Boss’s commitment to right-sizing the business and carefully selecting retail locations and channels to drive growth. He also commended Selfridges Group for its globally recognized and experiential retail approach.
Hugo Boss’s decision to establish a presence in the Selfridges neighbourhood is part of its strategic plan to enhance its retail footprint. By aligning with Selfridges Group, a renowned innovator in the retail industry, Hugo Boss aims to strengthen its brand and create a distinctive shopping destination for its customers. This partnership also demonstrates Selfridges Group’s dedication to providing a diverse range of well-known brands to attract both visitors and shoppers.
The Parcels Building, designed by architecture firm Grafton Associates, is undergoing extensive renovations to achieve enhanced sustainability credentials. The building’s transformation will not only provide a modern, eco-friendly space but also contribute to the overall revitalization of London’s West End. With its prime location and valuable retail and office space, the Parcels Building is poised to become a vibrant hub for businesses and visitors alike.
The collaboration between Hugo Boss and Selfridges Group signals a promising development for the retail industry, particularly in London’s West End. As both brands strive to deliver exceptional experiences and high-quality products, their partnership is expected to create a thriving and dynamic environment for shopping and leisure. With the opening of Hugo Boss’s new store in the Parcels Building, fashion enthusiasts and customers can anticipate an exciting and immersive retail experience in the heart of London’s vibrant West End.
Useful links:
1. Hugo Boss Official Website
2. Selfridges Official Website
