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Published
Jun 21, 2022
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Boss tech-enabled mega flagship opens on Oxford Street, offers personalisation

Published
Jun 21, 2022

The wraps have finally been taken off the new Boss store that has been tantalising passers-by on Oxford Street in recent months. The megastore has now opened and proves that – despite concerns over the quality of some temporary tenants on the major shopping thoroughfare – Oxford Street retains its appeal for big names in fashion.


Hugo Boss



The new location, which is not far from Selfridges in what used to be the French Connection flagships space, is intended to bring the German Hugo Boss group’s “innovative retail concept to life in the heart of the British capital”.

It “provides a seamless blend of digital and in-store shopping experience and strengthens the customer journey along different consumer touchpoints”.

The new concept is part of the comprehensive €500 million store renovation programme, introduced last year.

The company said the “role of the physical store is changing, and in recognition of this, Hugo Boss invites customers to immerse themselves in the brand worlds in new and unexpected ways. The Boss flagship store in London is the first to introduce the brand’s full suite of bespoke digital elements to the customer”.

CEO Daniel Grieder added: “The new store is an important milestone for the comprehensive store renovation programme. The concept perfectly showcases the 24/7 lifestyle approach of the brand and how we will engage with customers in the future. With a strong focus on digital elements, we are thereby taking the customer experience in our retail stores to a completely new level.”

The store covers two floors and 626 square metres and offers a full range for menswear and womenswear, plus watches, eyewear, jewellery, and fragrances. There’s a sportswear area near the entrance that’s currently dedicated to cycling, featuring sporting accessories, alongside technical cycling apparel in the Boss colours black, camel, and white. 

Casualwear is also on the ground floor, while the first floor features a broad collection of formalwear styles.

The “digital journey” begins outside the store in the window display as an interactive screen “invites passers-by to engage in a video game, through their mobile device”. 

Inside, “a seamless blend of digital and physical storytelling engages, empowers, and inspires customers, making the shopping experience effortless”.

It includes a new social media wall that “showcases the brand ambassadors’ styles, which can be instantly explored and purchased through a digital shopping function, accessible via screen or tablet in-house”. 

Fit guide tools in select areas also make it easier for customers to get the right style and fit of products, ranging from shirts and suits to jeans. 

And “inspirational digital shopping touchpoints offer an additional window into the world of the Boss brand and its latest collections, with curated seasonal content”.

The company is also stepping up its personalisation offering with a new interactive screen, “inviting the customers to customise their chosen product directly. The personalised item is then available for in-store purchase within minutes”.

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