Sports brand HOKA has announced the opening of its first store in Europe. The flagship welcomes shoppers to Shaftesbury Capital in London’s Covent Garden neighborhood.HOKA’s first retail store features yoga classes, wellness services, equipment repairs, local events and runs.
The flagship has a total of 1,750 square feet of space. The store is designed in a new concept with natural elements reflecting the brand’s heritage. In keeping with the latest trends in physical retail, the space has interactive displays that reflect the brand’s philosophy.
The lower floors of the store feature a social area with opportunities to immerse in the brand’s innovative experiences and socialize with experts and athletes. Here, HOKA offers yoga classes and wellness services, hosts workshops and other events, and offers equipment repairs.
In honor of the store’s opening, a HOKA running club will be launched, which will unite amateurs of any fitness level. The brand will offer to test the latest footwear models, organize meetings with athletes and promise gifts to all event guests.
