Fashion company Hugo Boss is significantly expanding its presence in the heart of Europe with the opening of its new BOSS flagship store in Düsseldorf, Germany.
The store will have 1,000 m² of sales space spread over two floors and will showcase the BOSS brand for men and women.
The retailer’s newly developed smart fitting room will be integrated into eight of the 17 fitting rooms.
The solution provides customers with digital access to comprehensive product information, including material and care instructions and alternative available sizes. Equipped with RFID (radio frequency identification), items in the changing rooms are instantly recognised and displayed on a screen.
Customers can request additional items via an on-screen application or get help from the sales team for personal advice, without having to leave the fitting room.
BOSS is also strengthening its personalisation options by decorating selected products with patches featuring the city of Düsseldorf, right on site. The personalised item can then be purchased in-store.
There is also an exclusive VIP and custom area that can be separated from the sales area by a sliding glass door. Hospitality concepts include a champagne bar on the upper floor and a bar on the first floor.
Düsseldorf follows the design approach of other BOSS flagship stores in major cities such as London, Dubai and Tokyo, with a natural stone facade and a central curved staircase.
Oliver Timm, Deputy CEO and Sales Director of Hugo Boss, commented: “Today, our stores are more than ever experience places where we can offer our customers a unique experience and individualized services.”
In April 2024, the retailer agreed to sell its Russian operations to its wholesale partner, JSC Stockmann.
“Hugo Boss commits to Europe with new flagship store in Düsseldorf” was originally created and published by Retail Insight Networka brand of GlobalData.
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