Aquascutum To Dedicate New Store To Menswear

Predictions that the menswear industry could soon overtake womenswear received a boost as British brand Aquascutum announced plans to open a menswear-only store in central London.

A new 1,268 sq ft space located on Jermyn Street will be unveiled later in the year, confirming speculation which surfaced as early as 2011.

According to reports, the concept will stock outerwear, luxury tailoring and casual wear.

Bosses will be hoping the move breathes new life into the ailing firm, which revealed a £2.5m annual loss in its last figures.

Mark Taylor, Chief Operating Officer at Aquascutum, said the decision was taken following significant success at the brand’s Great Marlborough Street shop, which opened in November 2013.

Prior to that the British label had suffered financial difficulties, forcing it to close its 110-year-old flagship store on Regent Street before being saved by Chinese fashion retailer YMG Trading.

“The addition of this new menswear store adds an exciting mix to our store portfolio. This was a location that was very important in building our retail presence in central London,” added Taylor.

Thomas Harvey, Head of Menswear Design for the brand, described Jermyn Street as “one of the most iconic destinations in London and the world for menswear.”

Harvey also hinted at the new store’s look, saying it will have a “distinct Gentleman’s Club feel”.

Doors to 78/79 Jermyn Street are scheduled to open at the beginning of June 2014.

Aquascutum Great Marlborough Street Store

Images of the brand’s recently opened Great Marlborough Street store: