Menswear king Charles Tyrwhitt unveils new store concept to boost ‘High St’

Menswear retailer Charles Tyrwhitt has taken the wraps off a brand-new retail concept designed to breathe life into its stores and give customers an unforgettable shopping experience.

Founded by Nick Wheeler in 1986 while he was a student at Bristol University, Charles Tyrwhitt now has 41 stores across the world, 27 of which are in the UK.

But it’s the company’s Ludgate branch, around the corner from St Paul’s Cathedral, which has started the style revolution; collaborating with local businesses to provide everything from dry-cleaning to ice-creams, creating an urban garden to relax shoppers and getting rid of the mahogany ‘gentlemen’s club’ feel.

“We are very much committed to the retail experience” said Nick. “It’s clear that our stores can provide a unique experience for shoppers and we have worked tirelessly to give them a space to enjoy choosing shirts, suits, ties, shoes and our extensive range of casualwear.

“Our plan is to establish a store blueprint that steers our store of the future,” Nick added. “We’re listening to our customers to ensure their journey becomes a simple yet engaging experience that ultimately makes it easy for them to dress well.”

Customers can take advantage of instant monogramming at Ludgate – dubbed Instamonogram – as well as enjoy refreshments, new seating areas and a splash of luxury with marble and bronze flourishes.

The company’s marketing and branding gets a bigger say in-store with digital screens relaying campaign messaging, lightboxes heralding new-season imagery and new POS throughout.

It’s the latest addition to a raft of improvements across the brand, which has seen made-to-measure unveiled in the US and the launch of ‘Befitted’, the company’s new perfect-fit philosophy for trousers which focuses on fit rather than size.

“Men have been conditioned into buying clothes according to a number rather than whether it actually fits them or not,” Nick explained. “Our Befitted range of trousers changes the picture completely, throwing out the rulebook when it comes to size and focusing solely on fit.

“No man deserves ill-fitting clothes,” adds Nick, whose pledge is to dress men as inclusively as business allows.
There’s more in store than the perfect fit. Charles Tyrwhitt’s latest style solutions combine a classic look with the latest garment technology. An array of clothes with stretch brings movement and comfort, while the canny TyrwhittCool range provides temperature control, helping gents make it through heated commutes without breaking a sweat.

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