“Today more than ever, our stores are experience points where we can offer a unique experience and individualized services to our customers. The goal is to inspire customers towards our brands in the long term and create new opportunities to connect beyond the collections available in our stores. The new BOSS store in Düsseldorf demonstrates this approach, along with our flagship stores in London, Dubai and Tokyo. With our new design and hospitality concept, which reflects our premium positioning, and new industry-leading digital services, we are taking the customer experience to the next level,” he says. Oliver Timm, Chief Sales Officer and Deputy Managing Director of HUGO BOSS.
Hugo Boss is expanding in Europe with a new flagship store in Düsseldorf, offering a men’s and women’s lifestyle range available 24/7 across 1,000 square metres. Features include “Smart Fitting Rooms”, on-site product personalisation and reception areas. The store follows the design of other flagship locations and includes a new showroom in the Wolkenbügel building.
The new “Smart Fitting Room” will be integrated into eight of the 17 fitting rooms in this store for the first time. It offers customers digital access to extensive product information, including materials and care instructions, as well as available alternative sizes. Equipped with RFID, items in the fitting rooms are immediately recognised and displayed on a screen. Furthermore, using an app on the screen, customers can request additional items or help from the sales team for personal advice, without leaving the fitting room, creating an even more attentive and comprehensive service.
BOSS is also strengthening its customization options, decorating selected products with patches depicting the iconic city of Düsseldorf directly in the store. The personalized item can be purchased in-store and is ready to wear within minutes.
The first floor of the Düsseldorf flagship store features casual clothing from the BOSS Green and BOSS Black lines for men, an area for product customization and a café bar with an adjoining seating area. The second floor features women's and men's clothing from the BOSS Black and BOSS Camel lines, as well as shoes, accessories and licensed products such as perfumes, sunglasses, children's clothing and watches. There is also an exclusive VIP and tailor-made area that can be separated from the sales area by a sliding glass door. The hospitality concept on the upper floor includes a champagne bar, which complements the bar on the first floor.
Düsseldorf follows the same design concept as other BOSS flagship stores in major cities such as London, Dubai and Tokyo. The new store façade, made of natural stone, blends seamlessly into the existing Art Nouveau structure. The architectural highlight is the curved central staircase leading to the spacious bar on the first floor. The warm and inviting interior design concept is enhanced by high-quality materials such as natural stone, oak parquet, glass and polished stainless steel.
Another highlight of the Düsseldorf fashion hub is the new HUGO BOSS showroom, which opened on 24 June for retail partners to mark the start of the spring/summer 2025 sales season. It is located in the iconic Wolkenbügel building, with the harbour as a backdrop.
“Our new showroom in the Wolkenbügel building is a clear commitment to the German fashion capital Düsseldorf. We look forward to welcoming wholesale partners from German-speaking countries as well as from new emerging markets such as the Emirates and Eastern Europe here in the future,” he adds. Oliver Timm, Chief Sales Officer and Deputy Managing Director of HUGO BOSS.
On three floors and around 3,000 square metres, the BOSS and HUGO collections are presented to retail partners in welcoming and spacious spaces with state-of-the-art technology.
Note: The content of this press release has not been edited by Fibre2Fashion staff.
Fibre2Fashion (RM) Press Desk
