The first Hugo standalone flagship store opened in Singapore



Hugos first flagship store was opened in Singapore at ION Orchard Level 3 with the brands latest Fall/Winter 2018 collection inspired by street fashion and off-the-cuff jackets. The new 146 square-meter retail space features clean shades combined with exquisite details such as maritime pine and translucent acrylic panels.


Bosss flagship store in Singapore / Ph. Hugo Boss

An intermediate step

Hugo Boss is an international fashion brand based in Metzingen, Germany. Its founder is Hugo Boss. The company has 6102 outlets in 110 countries. Hugo Boss AG directly owns 364 retail stores with more than 1,000 stores owned by franchise companies.

The products are manufactured in various locations, including İzmir, Turkey; Radom, Poland; Morrovalle, Cleveland, United States; and Metzingen, Germany. The company has two core brands, Boss and Hugo. BOSS offers exquisite and modern collections focusing on quality and design. Moreover, the HUGO collection is designed for those who take their approach to style.

To celebrate the opening of the store, fans can can get their hands on a Hugo Reversed personalised t-shirt from November 1 to November 7 (but limited to 100 customers). Personalized tees will be retail for $ 99.

With fierce competition from the market and the goal of adapting to customer expectations, the international fashion brand Hugo Boss had consolidated its Green and Orange labels into the ‘core’ Boss label to ‘offer a consistent brand offering.’

While Singapore marks the first breakthrough of the Hugo brand in the market, its store expansion program will not be a breakthrough. The brand is expected to bring sustainable sales growth and will continue to increase its craftsmanship while expanding the range of entry prices. With two distinct brands, Hugo Boss hopes to position itself as a progressive brand.

This is not a breakthrough step, but the intermediary step to help this fashion continues to expand. Let wait and see the results that this company will achieve.

The first Hugo standalone flagship store opened in Singapore

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