Performance footwear and apparel brand HOKA has taken a 1,750 sq ft flagship store at 2-3 James Street in Covent Garden, London.
The store is the brand’s first retail location in Europe and HOKA will showcase its full range of footwear, apparel and accessories under one roof for the first time.
Stefano Caroti, chief commercial officer of Deckers Brands, parent company of HOKA, said: “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.”
Marco Ellerker, senior vice president and general manager of EMEA, Japan and Asia Pacific at Deckers Brands, added: “We are thrilled to open our first store in the EMEA region, in one of Europe’s key markets. At HOKA, our goal is to inspire people to move, and it was important to us to create a space that can connect our community, with an accessible run club for fans of the brand to take flight together.”
Michelle McGrath, executive director at Shaftesbury Capital, said: “We are delighted that HOKA has chosen Covent Garden for their European debut and flagship location, showcasing their innovative and industry-disrupting performance wear.
“Covent Garden is one of the richest and most diverse shopping and dining destinations in London with an experience-led approach to retail and hospitality, and a strong line-up of global, British, and independent brands. We’re proud to play a part in and celebrate this significant milestone for HOKA, providing yet another fantastic addition to our portfolio.”
