Hoka opens first Europe store with debut in London’s Covent Garden
Deckers Brands-owned Hoka has launched its first European retail location with a debut in landlord Shaftesbury Capital’s Covent Garden, in the heart of the neighbourhood’s historic Piazza.
Located at 2-3 James Street, the 1,750 sq ft flagship showcases the full line of footwear, apparel, and accessories under one roof for the first time.
The company described it as a “community-fuelled space” in the middle of an area known for its “world-class fashion, beauty, and lifestyle stores” and “the ideal home” for the brand’s first ever physical store in Europe.
“London is arguably the most influential athletic lifestyle footwear market in the world and is a critically important market for us. It is imperative that we double down in London and develop marketplace strategy across performance and lifestyle to strengthen our presence in this key city,” said Deckers’ Chief Commercial Officer Stefano Caroti.
The brand launched in 2009 and claims to have been “disrupting the running industry ever since”. Its goal is to bring “joyful performance to every kind of mover, everywhere” and the new store aims to further this mission.
The store unveils the brand’s new design concept for the first time, “blending modern design with natural elements, that embody the brand’s heritage” while the interior features interactive displays “that tap into the brand’s ethos of joyful movement and commitment to movement and motion for all”.
There’s also a dedicated community area on the lower ground floor that “offers the ultimate brand experience to consumers, allowing them to fully immerse themselves in the brand and connect with Hoka ambassadors, elite athletes, and product experts”.
The space will offer yoga classes, wellness services, equipment repair, local events and runs, educational talks, workshops, and panel discussions.
The line-up of immersive activities kicks off with the launch of the Hoka run club with the first run set to take place on 11 October. Guests can also test the latest Hoka shoes, meet Hoka athletes and experts as well as enjoy live music, and take home customised gifts.
