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Posts Tagged ‘luxury at mall of america’

Welcome back, Hugo

Thursday, April 22nd, 2010

You know you've been on the beat a while when covering a store opening for the second time at the same mall. Hugo Boss has announced plans to open at Mall of America in August. But those of us who've been shopping a while know it's not Hugo first trip to the MOA. Back in 2000, local retailer Cedric Kirchner (yes, he of the furs) opened two Hugo Boss franchises – Hugo for men and women and Boss with men's dress clothes – at MOA in one of the mall's early attempts to go after luxury shoppers. Both stores were short lived. But the mall's executive vice president Maureen Bausch said that had more to do with Kirchner being spread too thin at the time with four stores around town. "I do not think the reason they left was about performance," Bausch said. This time, it's the Hugo Boss company itself bringing Boss to MOA. The 3,000-square-foot store will carry several shades of the brand, including BOSS Black, BOSS Orange and BOSS Green menswear collections, which encompass everything from dress to golf apparel along with shoes and accessories. It fills a void left by Brooks Brothers. And of course, it is being hailed, along with the recent arrival of Bestey Johnson, as a swing towards luxury at MOA. But we know: it's more of a swing back.


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