Charles Tyrwhitt is proud to announce the reopening of the jewel in its retail crown – the iconic Jermyn Street store. The largest store out of all the brand’s retail spaces in both size and sales, the relaunch of the Jermyn Street venue marks an important moment in the brand’s recent retail journey and national (and international) expansion. A bastion of timeless London style and impeccable craftsmanship, Charles Tyrwhitt is looking forward to unveiling some exciting new features in its most historic location.
The aim with the new store has been primarily to elevate the customer experience, creating a space that lends itself to leisurely and organised shopping in which customers can easily fi nd items and stop for a drink. There is a casual room that houses more laid-back looks, a feature wall to highlight the brand’s famed ‘shirt of the season’ with large screens to display various head-to-toe looks for inspiration, and of course, the all-important VIP room – named ‘the executive lounge’ – for special occasion fi ttings. The VIP space is the ideal shopping experience for those looking for something a bit more elevated and bespoke. Made for suit fi ttings, the area is especially kitted out to assist grooms looking for tailoring for themselves and their wedding parties – with a special ‘groom goes free’ offer where shoppers can buy three suits and get the fourth for free. The store will support the brand’s popular shirt and suit donation scheme, which extends the life of clothing while contributing to charitable causes. This service will also be available online for the fi rst time from April. To celebrate the relaunch, Tyrwhitt has partnered with Nespresso to offer shoppers a free coffee and branded newspaper in the refurbished store on opening day.
Joe Irons, CMO, comments: “We are really looking forward to the relaunch of our historic Jermyn Street store. Having a store located in an area that is rich in history of men’s style has always been a point of pride for the brand, and to get to see our retail vision brought to life in the place that it all started has been very fulfilling.
The store offers a space where both loyal customers and fi rst-time visitors can experience the quality, fi t and style that we are known for, and we cannot wait to open the doors and welcome everyone back in!”
Since 1810, Jermyn Street has been the centre of Britain’s fi nest menswear purveyors. From classic tailors to innovative shirtmakers, the area has long been home to some of the UK’s leading menswear brands – some still standing to this day. London menswear icons such as Beau Brummell and Oscar Wilde were famously fans of the area – often seen at the street’s world-renowned stores to source their timeless looks. In 1997, Charles Tyrwhitt founder, Nick Wheeler, opened the doors to the brand’s fi rst retail space at number 90 Jermyn Street, before upsizing to number 92 as the brand grew in popularity and with it the need for more shirts on the shop fl oor! Now, almost three decades later, the brand is poised to re-open at the even larger venue of number 100.
