The leading fashion and lifestyle group Hugh Boss is to operate its own store in Dundrum Town Centre in south Dublin from this summer following the success of its franchise operation in the same shopping complex in recent years.

The German firm is expected to pay a rent of almost €500,000 when it takes over the Optical Express outlet on the ground floor which has a trading area of 371sq m (4,000sq ft) including a mezzanine.

The decision by the high-end menswear group to trade directly in Dundrum rather than through a franchise operation follows a decision by the company to end most of its 1,000 franchise arrangements around the world and replace them with their own stores.

The franchisee in Dundrum Louis Copeland has rebranded its store.

Focus on men
Although Hugo Boss also stocks women's wear in many of its 6,000 points of sale in 110 countries, the Dublin operation is expected to continue to concentrate on both formal and casual clothing for men.

The decision by Hugo Boss to operate its own luxury fashion and style outlet in Dundrum will be seen as an important endorsement for the top shopping centre in the country. Last year it attracted 19.4 million shoppers.

Joint agents Savills and Bannon handled the letting.