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Hoka opens the first store in Europe

The running shoe specialist, which belongs to the U.S. company Deckers, is now represented at 2-3 James Street in Covent Garden in London with a store measuring around 240 sq m.

For the first time in Europe, the entire range is presented in its own store. The retailer operates stores in the USA, one in Canada and three in Japan. Hoka follows Karen Millen at the location.
To date, the label has been distributed by JD Sports and Marks & Spencer, among others. It’s relying on social media activity; on Instagram alone, the retailer has 1 million followers. Influencers have also touted the activewear brand on TikTok, as the pieces are very eye-catching with bright colors.

Explaining why the launch is explicitly in London, Stefano Caroti, chief commercial officer of parent company Deckers Brands, said in a statement, “London is arguably the most influential market for lifestyle sports footwear in the world and is essential for us”. “It is imperative that we make a special effort in London and develop a market strategy that crosses the performance and lifestyle sectors to strengthen our presence in this key metropolis.”


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