Hugo Boss opens Tokyo flagship

German menswear brand Hugo Boss has opened a new flagship store in Tokyo’s Omotesando.

The new store spans 3617 sqft and carries the menswear collections of the Boss and Hugo lines. It features a private VIP room, something unusual for Hugo Boss.

“We normally don’t entertain (customers). Why do we do it here? Because we think that Japanese consumers are interested in a special VIP experience, especially when you talk about made-to-measure, when you talk about trying on a sophisticated suit of superior quality,” said CEO Claus-Dietrich Lahrs.

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Hugo Boss’ other freestanding store in Tokyo is located in the upscale Roppongi Hills complex. It has around 60 points of sale across Japan, most of which are shops-in-shops.

The brand plans to open another flagship store in Osaka next year, which will be its largest in Japan.

Lahrs said that Hugo Boss is experiencing a double-digit growth in Japan.

“It is, together with Korea, the most sophisticated, the most demanding, but also the most challenging market in Asia,” said Lahrs.

“We are now building on an existing network of stores, predominately in department stores, and now step by step our own stores, in order to get even closer to the consumer we see in this country.”

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