HOKA opens first European store at Covent Garden

Activewear brand HOKA has opened its first store in Europe at London’s Covent Garden.

The 1,750 sq ft flagship store at 2-3 James Street will offer the brand’s full line of footwear, apparel, and accessories under one roof for the first time.

HOKA, which is a division of Deckers Brands, launched in 2009 and looks to disrupt the running industry.

The Covent Garden store unveils the brand’s new concept for the first time, blending a mixture of modern designs and natural elements, whilst the interior features interactive displays.

A dedicated community space on the ground floor looks to connect consumers with HOKA ambassadors, athletes, and product experts. The space offers yoga classes, wellness services, equipment repair, local events and runs, educational talks, workshops, and panel discussions.

Michelle McGrath, executive director at Shaftesbury Capital, which owns Covent Garden, 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.”

Stefano Caroti, chief commercial officer, Deckers Brands, added: “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 .”