Urban Outfitters (UO) has inaugurated its biggest European one-floor store in the heart of Vienna, on the lively Mariahilfer Straße.
The 2,735-sq.-meter store features classic Urban Outfitters design elements such as custom-made light wooden furniture (many of the flexible display solutions are actually made onsite in a dedicated work room at the back of the sales space), but generally feels cleaner and a bit more premium than previous UO outposts. Centrally installed neon lights form a signature feature in the store’s design.
A focus is placed on the store’s denim assortment, especially by UO’s own line, BDG, which is reportedly performing strongest in the German market. Other than that, the offer includes mens- and womenswear by UO’s own labels including its reworked vintage line Urban Renewal and other brands including Fila, Tommy Hilfiger, Champion, Calvin Klein, Dickies, Levi’s, Umbro and Reebok. For the opening of the store on July 27, the fall/winter ‘17 collection launch was offered as an early exclusive so that for the first three weeks, the store sells pieces which aren’t available in other markets yet.
According to a spokesperson, the European team has high expectations for the new Vienna store, calling it THE new German flagship store (before Berlin’s Ku’damm location). Looking forward to spring/summer ‘18, the store is also seen as a potential carrier of UO’S premium department.
About 60% apparel, the assortment also includes lifestyle and beauty products, home accessories, books and, as the first UO store in mainland Europe, the plant department “grow.”
As a novelty, the store contains unisex changing rooms.
In Europe, the Pennsylvania-based retail concept currently operates stores in the UK, Denmark, Sweden, The Netherlands, Belgium, Germany, Spain and now Austria. The Vienna opening marks the third European expansion within one month, with previous openings in Düsseldorf (Germany) and Stockholm. Urban Outfitters’ first French store is set to open in Paris for the spring/summer ’18 season.
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