The running shoe specialist Hoka is now also represented in Europe with its own store. On Thursday, the sporting goods retailer, which is part of the US group Deckers Brands, announced the opening of its flagship store in the heart of the British capital, London.
At James Street 2/3 in the centrally located Covent Garden square, Hoka now offers its entire range of sneakers, sportswear and accessories under one roof for the first time on almost 163 square meters. The brand’s new shopfitting concept, which has grown rapidly in recent years, celebrated its world premiere.
Stefano Caroti, the Chief Commercial Officer of the parent company Deckers Brands, explained the background to the new opening. “London is arguably the most influential market for lifestyle sports footwear in the world and is essential to us,” he said in a statement. “It is essential that we make a special effort in London and develop a cross-performance and lifestyle market strategy to strengthen our presence in this key metropolis.”