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 contains 1,000m² of sales space spread over two floors and will display the BOSS brand for men and women.
The retailer’s newly developed smart fitting room will be integrated into eight of its 17 fitting rooms.
The solution offers customers digital access to extensive product information, including material and care instructions as well as alternative sizes available. Equipped with RFID [radio frequency identification], items in the changing rooms are immediately recognised and displayed on a screen.
Customers can use an application on the screen to request additional items or help from the sales team for personal advice without leaving the changing room.
BOSS is also strengthening its personalisation options, decorating selected products with patches featuring the city of Düsseldorf directly on site. The personalised item can then be purchased in-store.
There is also an exclusive VIP and made-to-measure 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, showcasing a façade made of natural stone and a central curved staircase.
Hugo Boss deputy CEO and chief sales officer Oliver Timm commented: "Today more than ever, our stores are points of experience where we can offer a unique experience and individualised services to our customers.”
In April 2024, the retailer agreed to divest its Russian business to its wholesale partner, JSC Stockmann.
