HOKA® announces new London flagship store in Covent Garden, the brand’s first retail location in Europe

HOKA® (a division of Deckers Brands) has launched its first ever retail location in Europe at Shaftesbury Capital’s Covent Garden, located at 2-3 James Street. The 1750 sq. ft flagship store showcases the full line of footwear, apparel, and accessories under one roof for the first time.

The community-fuelled space has opened in London’s Covent Garden, home to world-class fashion, beauty, and lifestyle stores. Set in the heart of the Piazza, the location is the ideal home for the brand’s first ever bricks and mortar store.

“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 Stefano Caroti, Chief Commercial Officer, Deckers Brands.

Performance footwear and apparel brand, HOKA® launched in 2009 and has been disrupting the running industry ever since. The brand’s goal is to bring joyful performance to every kind of mover, everywhere. HOKA aims to empower all athletes to act fearlessly and creatively, to drive forward with purpose and passion. With an “always-on” mindset for innovation and thinking outside the box, HOKA crafts bold and unexpected new solutions for athletes of all types.

The Covent Garden store unveils the brand’s new design concept for the first time, blending modern design with natural elements, that embody the brand’s heritage. The stores interior also features interactive displays that tap into the brand’s ethos of joyful movement and commitment to movement and motion for all.

The dedicated community area on the lower ground floor 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. In this space, HOKA offers yoga classes, wellness services, equipment repair, local events & runs, educational talks, workshops, and panel discussions.

Michelle McGrath, Executive Director at Shaftesbury Capital, commented: “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.”

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, 11^th October and encourages runners of all abilities to join HOKA and experience joyful movement together. Guests can test the latest HOKA shoes, meet HOKA athletes and experts as well as enjoy live music, and take home customised gifts.

“We are thrilled to open our first store in the EMEA region, in one of Europe’s key markets,” said Marco Ellerker Senior Vice President & General Manager of EMEA, Japan and Asia Pacific, Deckers Brands. “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”.