Office store chain Morleys, which has 8 outlets throughout the British isles which include Wimbledon and Newbury, released its refurbished three,five hundred sq ft menswear department at its Brixton department in south London – its oldest – on thirty November.
The refresh is element of a head-to-toe refurbishment of the forty one,000 sq ft store, which to start with opened in the eighteen eighties.
Morleys CEO Nigel Blow spelled out the enthusiasm for the revamp: “We realised there was a significant option to launch a repositioned store that consists of lots of new brands. Brixton has modified immeasurably in the very last 5 many years and is quick turning into a place for leisure, retail and nightlife.
“It has been a store we have preferred to devote in for a even though. Proudly owning the store would make it less difficult for us to make improvements.”
The revamped menswear department is now residence to a raft of new brands, amongst them Hugo Manager, CK Jeans, Diesel, Barbour Global, Fred Perry, Hilfiger Denim, Lacoste, Levi’s and Vibrant Standard.
“These brands will make our providing additional pertinent to the nearby purchaser,” Blow reported. “For illustration, Hugo Manager is a great brand name that has traded brilliantly throughout our other outlets.
“The revamp has also supplied us an option to launch scaled-down brands these as Vibrant Standard. We’re hoping these brands will be additional pertinent for our emerging purchaser in Brixton.”
Blow spelled out that Morley’s has aimed to shift away from a “traditional department store” providing: “There are no outlined branded regions [in the new menswear department]. The brands are all trading on our store fixtures relatively than making use of their individual. We want it to be additional like a menswear boutique than a department store with lots of branded store suits.”
As element of the Brixton overhaul, on 18 December Morleys will launch a 15,000 sq ft Kurt Geiger Boutique on the ground floor. It will market men’s and women’s footwear from Kurt Geiger and third-celebration brands which include Aldo, Ted Baker and Steve Madden. The relaxation of the store’s refurbishment, which will consist of a revamped magnificence, homeware and accessories section, is due to comprehensive in October 2022.
Blow reported Morleys prepared to refurbish additional outlets and was hoping to start operate on its Pearsons of Enfield store following 12 months.
When approaching department store revamps, Blow reported a personalised method was critical: “The shoppers in every single of our outlets are distinct. When we comprehensive a shopfit, we like to curate that solution offer you and arrive up with a search and come to feel that will attractiveness to every single purchaser.
“A great store for Brixton will not be a great store in Wimbledon. The crucial is producing every single store stand out, relatively than search the identical.
“Remaining agile and continuing to adjust to every single of our nearby audiences has been crucial to us this 12 months, particularly when people have moved away from central London searching. Our individualised method has really served us to advantage from this.”