Hoka opens second Parisian store in Marais district

After opening a first store in Paris in April 2024, sport apparel and equipment brand Hoka continues to expand in the French capital by inaugurating a second, 290-square-metre store at 14 rue Sainte-Croix de la Bretonnerie, in the heart of the Marais district.

The new address, in larger and brighter premises than the first, is designed to provide an immersive experience for runners of all levels. A large skylight illuminates a décor featuring industrial materials such as concrete and stone, furnished with bright blue sofas. The walls showcase a complete selection of Hoka products, ranging from trail and road-running shoes to hiking gear and other items with more of a lifestyle vibe.

A series of photographs hung along a corridor immerses visitors in Hoka’s Alpine roots and its athletes’ favourite landscapes. Visitors can also take advantage of the Safe Size service, which uses digital tech to scan customers’ feet in order to recommend the ideal pair of shoes based on their morphology.

The new store is home to its own Hoka Run Club, like the one launched last May at Hoka’s first Parisian store, located in the Opéra district. The two stores will take turns to act as the starting point for inclusive weekly running sessions, supervised by certified coaches. For the new store’s inauguration, a run was held on February 16 along a course linking the Opéra and Marais addresses.

“Following the success of our first Parisian store last April, we are delighted to unveil our second address in the heart of the Marais district — one of the most iconic and elegant neighbourhoods in Paris, renowned for its rich mix of art, fashion and history,” said Guido Geilenkirchen, vice-president EMEA at Hoka. “Paris has welcomed us with open arms, and we are excited to continue our adventure in the French capital,” he added.

Hoka’s second Parisian opening is an opportunity for the brand to underline its growing popularity with running enthusiasts. Hoka, available in France at over 300 stores, belongs to the Deckers Brands group, also the owner of Ugg and Teva. In Q3, closed at the end of December, Hoka generated a revenue of $530.9 million, equivalent to a 23.7% increase.