Hoka opened its first European store in London‘s Covent Garden neighborhood on Wednesday, as parent company Deckers Brands continues to build it into a multibillion-dollar “major player” in the performance athletic space.
Located at 2-3 James Street, the 1,750 sq.-ft. flagship store showcases Hoka’s full line of footwear, apparel and accessories across two floors.
Stefano Caroti, chief commercial officer at Deckers Brands and Hoka interim president, said in a statement that London is “arguably the most influential athletic lifestyle footwear market in the world” and is a “critically important market” for the brand.
“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,” Caroti said.
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According to the company, this latest store unveils Hoka’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 of the shop that offers consumers a chance to connect with Hoka ambassadors, elite athletes, and product experts through various activations like yoga classes, wellness services, equipment repair, runs, educational talks, workshops, and panel discussions.
This line up of immersive activities kicks off with the launch of the Hoka run club, which aims to bring people together over their shared love of movement. The first run will take place on Wednesday, Oct. 11. Guests will also have the chance to test the brand’s latest shoes, meet Hoka athletes and experts, enjoy live music, and customized gifts.
“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,” Marco Ellerker, SVP and GM of EMEA, Japan and Asia Pacific at Deckers Brands, added.
This opening comes as Hoka consistently drives sales for its Deckers Brands. In July, the Goleta, Calif.-based parent company to Hoka and Ugg reported net sales in the first quarter of 2024 increased 10 percent to $675.8 million, compared to $614.5 million the same time last year.
Most of the company’s growth in the quarter was driven by Hoka, with net sales at Deckers’ star running brand up 27.4 percent to $420.5 million, compared to $330.0 million the prior year’s first quarter.
