Hugo Blue, the newest youth-oriented line from the HUGO BOSS stable, has made its first-ever physical retail debut globally in India, opening a standalone store at DLF Avenue, Saket in New Delhi. The launch has been executed by Reliance Brands Limited, reinforcing India’s growing role as a priority market for international fashion labels testing new concepts.
Hugo Blue was first unveiled in May 2023 as part of HUGO’s broader brand refresh, with its debut collection rolling out globally in Summer 2024. Positioned as a denim-led extension of the HUGO brand, the line is designed around relaxed silhouettes, unisex appeal and influences drawn from street culture, aimed squarely at Gen Z and young millennial consumers. Before the store opening, the collection had been available internationally through select retail partners and online channels. In India, it debuted digitally via Ajio Luxe.
The opening of the Delhi store marks Hugo Blue’s shift from digital and wholesale visibility to a full-fledged experiential retail format. Located within DLF Avenue, a mall known for its strong fashion and lifestyle mix, the store is designed to connect with younger, style-conscious shoppers through curated merchandising and a focused product edit.
Reliance Brands’ strategy with Hugo Blue centres on three priorities: positioning India as a global-first launch market, building relevance with a younger demographic, and using physical retail to clearly differentiate sub-brands within larger fashion houses. The move also strengthens Reliance Brands’ presence in the contemporary and bridge-to-luxury segments, while expanding its denim and casualwear portfolio.
For HUGO BOSS, the decision to open the world’s first Hugo Blue store in India reflects shifting industry dynamics. With a large Gen Z population, rising appetite for premium fashion and mature mall infrastructure, India is increasingly being viewed not just as a growth market, but as a launchpad for new global retail concepts.
