{"id":1203537392,"date":"2023-10-06T16:40:44","date_gmt":"2023-10-06T20:40:44","guid":{"rendered":"https:\/\/footwearnews.com\/?p=1203537392"},"modified":"2023-10-06T16:40:45","modified_gmt":"2023-10-06T20:40:45","slug":"hoka-opens-london-store-covent-garden-european-expansion","status":"publish","type":"post","link":"https:\/\/footwearnews.com\/business\/retail\/hoka-opens-london-store-covent-garden-european-expansion-1203537392\/","title":{"rendered":"Hot Hoka Sets Up Shop in London’s Covent Garden"},"content":{"rendered":"


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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 \u201cmajor player\u201d in the performance athletic space.<\/p>\n

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Located at 2-3 James Street, the 1,750 sq.-ft. flagship store showcases Hoka\u2019s full line of footwear, apparel and accessories across two floors.<\/p>\n

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Stefano Caroti<\/a>, chief commercial officer at Deckers Brands and Hoka interim president, said in a statement that London is \u201carguably the most influential athletic lifestyle footwear market in the world\u201d and is a \u201ccritically important market\u201d for the brand.<\/p>\n

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\u201cIt is imperative that we double down in London and develop marketplace strategy across performance and lifestyle to strengthen our presence in this key city,\u201d Caroti said.<\/p>\n

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\"Hoka,
Inside Hoka’s new store in London’s Covent Garden. <\/figcaption><\/figure>\n

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According to the company, this latest store unveils Hoka\u2019s new design concept for the first time, \u201cblending modern design with natural elements, that embody the brand\u2019s heritage\u201d while the interior features interactive displays \u201cthat tap into the brand\u2019s ethos of joyful movement and commitment to movement and motion for all.\u201d<\/p>\n

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There\u2019s 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.<\/p>\n

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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\u2019s latest shoes, meet Hoka athletes and experts, enjoy live music, and customized gifts.<\/p>\n

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\"Hoka,
Inside Hoka’s new store in London’s Covent Garden. <\/figcaption><\/figure>\n

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\u201cAt 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,\u201d Marco Ellerker, SVP and GM of EMEA, Japan and Asia Pacific at Deckers Brands, added.<\/p>\n

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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<\/a> in the first quarter of 2024 increased 10 percent to $675.8 million, compared to $614.5 million the same time last year.<\/p>\n

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Most of the company\u2019s growth in the quarter was driven by Hoka<\/a>, with net sales at Deckers\u2019 star running brand up 27.4 percent to $420.5 million, compared to $330.0 million the prior year\u2019s first quarter.<\/p>\n

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Located at 2-3 James Street, the 1,750 sq.-ft. flagship store showcases Hoka\u2019s full line of footwear, apparel and accessories.<\/p>\n","protected":false},"author":378249663,"featured_media":1203537388,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"authors":[],"contributors":[],"styled_by":[],"_image_credit":"","_wp_attachment_image_alt":"","pmc_selected_wwd_video_media":"","pmc_top_video_source":"","pmc_top_video_duration":"","wwd_top_video_source":"","wwd_top_video_duration":"","pmc_selected_featured_media":"","pmc_selected_video_media":"","pmc_selected_variety_video_media":"","variety_top_video_source":"","variety_top_video_duration":"","pmc_featured_media_has_alt_text":true,"_pmc_featured_animated_media_id":0,"_pmc_featured_video_override_data":"","_pmc_featured_video_override_url":"","pmc-gallery-linked-gallery":{},"pmc_list_item_description":"","primary_category":"","primary_vertical":"","_mt_pmc_exclude_from_seo":"","pmc-gallery":[],"categories":0,"subcategories":0,"mt_seo_title":"Hoka Opens London Store in Covent Garden","mt_seo_description":"Hoka opened its first European store in London's Covent Garden neighborhood on Wednesday. Located at 2-3 James Street, it offers Hoka's full line.","mt_pmc_exclude_from_seo":"off","_pmc_canonical_override":"","instant_articles_should_submit_post":false,"_sailthru_selected_alerts":[],"_sailthru_send_override":false,"_sailthru_alert_subject":"","_sailthru_breaking_news_meta_data":[],"experimental_features_inline_styles":"","linked_video_id":"","pmc_hubs_hide_header":false,"override_post_title":"","override_post_excerpt":"","apple_news_api_created_at":"2023-10-06T20:41:02Z","apple_news_api_id":"ab940906-5da4-4d4d-9671-d89183ef5c26","apple_news_api_modified_at":"2023-10-06T20:41:02Z","apple_news_api_revision":"AAAAAAAAAAD\/\/\/\/\/\/\/\/\/\/w==","apple_news_api_share_url":"https:\/\/apple.news\/Aq5QJBl2kTU2WcdiRg-9cJg","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"[]","_pmc_automated_related_links":{"settings":{"module_name":"Related","hide_box":0},"data":[{"url":"","id":"","title":"","automated":true},{"url":"","id":"","title":"","automated":true},{"url":"","id":"","title":"","automated":true}]},"overlay_text_placement":[],"overlay_text_one":[],"overlay_text_two":[],"kicker_meta_block_field":[],"_pmc_kicker":[],"pmc_multiple_products_title":"","_jetpack_memberships_contains_paid_content":false,"jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[179,13879],"tags":[378240387,378248069,376550960,2104701],"post_format":[],"_post-options":[],"pmc_ads_suppression":[],"editorial":[378246937,378246939],"ep_custom_result":[],"coauthors":[378249663],"jetpack_publicize_connections":[],"apple_news_notices":[],"parsely":{"version":"1.1.0","meta":{"@context":"https:\/\/schema.org","@type":"NewsArticle","headline":"Hot Hoka Sets Up Shop in London’s Covent Garden","url":"http:\/\/footwearnews.com\/business\/retail\/hoka-opens-london-store-covent-garden-european-expansion-1203537392\/","mainEntityOfPage":{"@type":"WebPage","@id":"http:\/\/footwearnews.com\/business\/retail\/hoka-opens-london-store-covent-garden-european-expansion-1203537392\/"},"thumbnailUrl":"https:\/\/footwearnews.com\/wp-content\/uploads\/2023\/10\/1696485937157.jpeg?w=150","image":{"@type":"ImageObject","url":"https:\/\/footwearnews.com\/wp-content\/uploads\/2023\/10\/1696485937157.jpeg"},"articleSection":"Retail","author":[{"@type":"Person","name":"Stephen Garner"}],"creator":["Stephen Garner"],"publisher":{"@type":"Organization","name":"Footwear News","logo":"https:\/\/footwearnews.com\/wp-content\/uploads\/2018\/04\/cropped-fn_favicon2.png"},"keywords":["deckers brands","hoka","london","store opening","business","retail","daily headlines","two column \u2013 daily"],"dateCreated":"2023-10-06T20:40:44Z","datePublished":"2023-10-06T20:40:44Z","dateModified":"2023-10-06T20:40:45Z","pmc-gallery-linked-gallery":{}},"rendered":"