With a strong start to the AW24 season, Moss is defying the broader retail slowdown affecting much of the high street. Formerly known as Moss Bros, the menswear retailer is forging ahead with an ambitious expansion plan that includes six rapid store refurbishments and a new 2,173 sq ft showroom in London Victoria set to open on 21 November 2024. Following recent launches in prime locations such as Edinburgh, Gloucester Quays, and Bluewater, Moss’ revamped stores reflect the brand’s evolution beyond formalwear into a destination for versatile, quality menswear across the UK. By December, Moss’ footprint will reach 114 stores, a significant increase underscoring its commitment to accessible, well-crafted fashion for all occasions.
The new London Victoria store is a key milestone in Moss’ growth strategy. It embodies the brand’s innovative retail concept that merges modern design with timeless style. This new space, along with recently refreshed stores in high-profile locations, brings together formalwear, everyday essentials, and custom-made options to cater to today’s varied style needs. The store and refurbishments are designed to enhance the in-store experience, making Moss a top choice for men looking for quality and style across a wide range of occasions.
CEO Brian Brick expressed enthusiasm about the future, crediting the dedication of Moss’ team: “Our store expansion is a testament to their dedication and expertise. Despite a challenging retail environment, we’ve made bold moves to innovate and grow. This is just the beginning of an exciting new chapter.”
Q&A with Moss Leaders: Head of Retail & Head of Design
To delve into the strategy behind Moss’ rapid store expansion and rebranding, we spoke with Moss’ Head of Retail, Ally Ewen, and Head of Design, Gabriella Brick, who shared insights on how the brand is positioning itself as a top destination for modern menswear.
Q: Delivering a refurbishment of six stores and a new store opening, all in eight weeks is ambitious. How has Moss made it happen?
[Ally Ewen]: “It’s no small feat, but the team in Moss is incredibly agile, and through collaboration with internal and external partners it’s possible. We’ve identified prime locations with strong customer bases, including our latest addition to the store portfolio in London Victoria, which is due to open in mid November. We’ve invested in creating spaces that are not only beautiful but provide a seamless shopping experience, blending style with service for our customers.”
Q: Rebranding over 100 stores sounds like a big job. How are you managing it?
[Ally Ewen]: “It’s a major investment, no doubt, but it’s crucial for ensuring that Moss is represented consistently across the UK. Our goal is to move swiftly but thoughtfully, updating our stores to reflect the new brand while maintaining the high-quality service and expertise our customers expect. It’s about setting the stage for Moss to be the go-to menswear destination everywhere.”
Q: How have Moss’ collections evolved?
[Gabriella Brick]: “We’ve leaned into craftsmanship with a focus on Moss’ heritage and tailoring expertise. Our aim is to elevate our customer’s wardrobe – formalwear is important to us, but we wanted to go further, offering everyday pieces that highlight our tailoring skills in a more relaxed style. Men want versatile clothing that transitions from the office to social events – our collections are designed with that in mind. Creating quality pieces that last is so important, so we’re working with the best mills in Italy and beyond to deliver fabrics and fits that are to an extremely high standard, but also accessible in price.”
Q: Moss is known for formal wear. How are you evolving with casualisation trends?
[Gabriella Brick]: “It’s all about balance. We’ve modernised our formalwear with sharper cuts and innovative fabrics, but our new daily essentials are equally exciting. Think premium knitwear, tailored separates, and smart-casual pieces that still reflect Moss’ DNA – refined, but approachable. You’ll see popular fabrics like tweed, silk, corduroy, and flannel across our tailoring but reimagined within our casual collections as well. We’ve experimented more with colour too; my favourites this season are definitely the rich brown, cherry, and lime green. It might sound a bit daunting to wear for some people, but we’ve styled everything in a soft, sophisticated way that’s easy to wear.”
Moss’ expansion, including the London Victoria opening and its six additional store refurbishments, reflects its ambition to stay at the forefront of British menswear. As the brand continues to evolve from a formalwear staple to a versatile menswear destination, Moss remains committed to combining style, quality, and an engaging in-store experience.
