Hugo Boss opens flagship store in the heart of the capital

Prime location thanks to the brokerage of Josas Immobiliare

Exclusive location for the Hugo Boss brand, which has opened a flagship store in the heart of Rome, in Piazza San Lorenzo in Lucina. A real estate transaction in a prestigious building, made possible thanks to the brokerage of Josas Immobiliare, a company with consolidated experience in the sector and an in-depth knowledge of market trends and the specific features of the area, qualities that have made it a point of reference for brands, companies and owners of commercial real estate at both national and international level.

Hugo Boss was looking for a prime space in the centre of Rome to revamp its concept and this was expertly identified by Josas Immobiliare, which proposed the German brand a site of over 700 m² in one of the capital’s most elegant squares. “The opening of a major flagship store like the Hugo Boss outlet in Piazza San Lorenzo in Lucina – already home to many other luxury brands – is a strong signal from the market and a very positive indicator of the economic recovery that is taking place,” commented Daniel Funaro, Real Estate Manager at Josas, who oversaw the real estate operation, which “forms part of a process of change that is finally seeing Rome active in the area of tourism policies. The openings of various luxury or upper level hotel chains is attracting high-spending consumers and shaping the choices of numerous luxury brands, which want to start reinvesting in the capital city”.

“For this reason”, Funaro continues, “Josas is working with internationally known brands so they can capitalise on the possibility of establishing themselves as leading retail market players in Rome, which is now able to offer investors excellent business opportunities.

Following a major rebranding project with the aim of engaging a younger target audience both through digital applications and new kinds of shopping experience, the German fashion company has involved celebrities of the calibre of Matteo Berrettini, Hailey Bieber, Kendall Jenner, well-known TikToker Khaby Lame, Sudanese model Adut Akech and her rapper boyfriend SAINt JHN in its ambitious international brand refresh.