29. June 2022 | Gallery, Shop Fitting, Store Design & Visual Merchandising, Shopping Today, Visuals

How the fashion house implements omnichannel and a relaxed ambiance in its new flagship in London

By Katja Laska (exclusively for EuroShop.mag)

Brick-and-mortar retail must change to take on its e-commerce competition. In the new BOSS flagship store from HUGO BOSS on London’s Oxford Street, the shopping experience begins before customers even enter the store. The company wants to take shopping to the next level.

On June 17, the doors of the new store in the British capital opened to customers. The Group’s new retail approach wants to elevate the customer journey thanks to a seamless blend of digital and in-store shopping experience.

To do this, customers interact with different consumer touchpoints and experience the brand in a completely new way. “The new and innovative store 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,” explains Daniel Grieder, Chief Executive Officer of HUGO BOSS. But how does the company implement this concept and what’s the impact of the store design?


For the point of experience, this also includes a customized experience. The creative minds behind the store concept devised an interactive screen that is all about personalization. Customers are invited to customize their chosen products on the spot. The personalized items are immediately made to be available for in-store purchase within minutes.

Click here for a BOSS Flagship-Store 3D Tour

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