Rooted in Family Values
LUKE 1977 began life back in September 2001 and was born out of a partnership between industry veteran Simon Poole and St Martin’s graduate Luke Roper, with Simon’s wife, Deborah, running it from day one. Here, RLI sits down with CEO Simon Poole to discuss how the business has transformed as it reaches a quarter of a century in operation and what comes next.
From the outset, the ambition of LUKE 1977 was clear and that was to build a truly remarkable British menswear company, one that was strong enough to pass to the next generation and bold enough to earn respect and admiration at home and in time, abroad.
Today the business operates a total of 15 stores across the UK, whilst their most recent opening was a pop-up in Doncaster, a format they are now using regularly to test new markets.
“This gives us a genuine feel for the local customers, supports targeted on-the-ground marketing and when the response is strong, becomes the first step toward securing longer-term trading agreements,” highlights Simon Poole, CEO of LUKE 1977. “Once a location proves itself, we invest in our full shopfit – an aesthetic we have been refining for more than 15 years. This look draws from our roots, a bit of the urban kid done well in the country, just like the inspiration behind our clothing.”
As the UK continues to navigate the lingering effects of Brexit and higher interest rates, Poole explains that their focus is on consolidating underperforming stores, particularly those burdened by high rents, while increasing their use of pop-ups to keep growing and evolving. Internationally, they are pushing to expand their offer and continue developing in the Middle East, where they have been trialling shop-in-shops and steadily building a following.
Discussing the guest experience inside and outside of their stores, the CEO points out that this has seen a remarkable increase and consistency in recent years, in fact since their Head of Retail, Luke Enston, ex-Ted Baker and Vivienne Westwood employee – joined the team.
“He has brought a far deeper understanding of how critical retention is and this has shown in our mystery shoppers reports, which have been outstanding since his arrival. Through this and other elements Luke has brought to the table, our combined online and retail Trustpilot score now sits at 4.7.”
As he looks ahead, Poole says customer retention is one of their key drivers for 2026, supported by stronger communication across all channels. Their 25-year retrospective will give them a rich bank of entertaining, relevant stories to share, content he hopes to bring to life not just online, but in-store too, through a fantastic, energised team that embody the brand every day.
LUKE 1977 has adapted to the necessity of e-commerce and social media in today’s retail world by treating them as core parts of the business, instead of bolt-ons. Their retail and online teams now work from a shared merchandising structure, ensuring product, pricing and storytelling are aligned across every channel. Meanwhile, online has become the company’s global shopfront, while social media acts as both their community hub and their most immediate form of brand communication.
As for AI, Poole says the reality is simple, adapt or die. “Our creative teams now use AI tools daily and this is something that has transformed the quality and speed of our visuals. We have even begun integrating automation into certain accounting functions. The truth is, this technology is going to touch every corner of retail, as well as humanity. It is both scary and exciting, but the businesses that lean into it will be the ones that stay relevant.”
Another concept that plays an increasingly important role in the company’s future is sustainability; however they approach this in a grounded, realistic way rather than chasing buzzwords. For LUKE 1977, it is about making smarter decisions across the whole operation. They have already reduced waste through tighter buying, better forecasting and a more disciplined approach to product lifecycle. Their recent pop-up strategy also supports this through lower build costs, lighter footprints and less unnecessary fit-out waste. They also don’t pretend to have all the answers, but are committed to moving in the right direction. Sustainability for them is about building a business that lasts financially, operationally and environmentally, making sure decisions taken today do not compromise the next 25 years of the brand.
As we move the discussion onto keeping loyal customers engaged and attracting new ones, Poole comments that their upcoming 25-year celebration will play a big role in this, saying that they will be revisiting some of their best collaborations and moments from the past two decades, stories that their long-standing customers will remember and that newer customers will be seeing for the first time.
A brand would not have made it to the 25 year mark without being successful and it is the people and the culture built in-house that has allowed LUKE 1977 to flourish. What has set them apart in that time is the continuing group of experts that have been on the journey with Poole, the company’s staying power and their strong product ethos: strong value for money styled with a creative edge.
“Our ethos is in family values, timeless principles that feel almost traditional in a modern world, yet they define who we are. Everyone who joins us understands the culture from the outset: humility, accountability and a willingness to step in wherever the business needs you. If we experience a surge in orders after a promotion for example, you will still find me in the warehouse at 60, helping to get the product out the door!”
A landscape full of both opportunity and challenge is what lies ahead according to Poole, although he admits it is not a journey for the faint-hearted.
“The future is bright. We have some significant moves planned for our anniversary year and I am optimistic that when we revisit this story in the autumn, we will be talking about another chapter of evolution, resilience and progress.”
