Hugo Boss brings ‘made to measure’ to Antwerp

Hugo Boss has given Antwerp a first for the Benelux: the German suit chain’s renovated store in Belgium’s prime shopping city features a ‘made to measure’ service.

Tailored and signed

The new store is the first in the Benelux to offer the ‘made to measure’ service, in which customers can fully personalise their suit. A special room allows customers to have an appointment with a specialist, who helps them design and measure their suit.

Customers have 250 different fabrics to choose from and can personalise everything in their suit, including the buttons, the shape of the collar and the embroidery of their own signature in both parts of the suit. When the design is completely personalised, it is sent to Hugo Boss’ headquarters in the German city of Metzingen for production.

The renovated store is located in the Huidevetterstraat, a prime and more up-market location near Antwerp’s main shopping street Meir. The store measures 667 sqm and is reopened after a thorough renovation.