Charles Tyrwhitt has reopened its flagship store on Jermyn Street following a major refurbishment. The largest store in the brand’s portfolio in terms of both size and sales, the updated space features new design elements aimed at enhancing the customer experience.
New Features for an Enhanced Shopping Experience
The redesigned store includes a casualwear section, a feature wall showcasing the brand’s ‘shirt of the season,’ and large screens displaying full outfit inspirations. A dedicated VIP area, called ‘The Executive Lounge,’ has been introduced for personalised suit fittings, particularly catering to grooms and wedding parties.
The store also supports Charles Tyrwhitt’s shirt and suit donation scheme, which extends the life of clothing while benefiting charitable causes. This initiative will be available online for the first time from April.
To mark the reopening, the brand partnered with Nespresso to offer complimentary coffee and a branded newspaper to shoppers on launch day.
A Historic Location for British Menswear
Jermyn Street has been a centre for British menswear since 1810, home to classic tailors and shirtmakers. Notable figures such as Beau Brummell and Oscar Wilde were known for frequenting the area’s stores. Charles Tyrwhitt first established a retail presence on Jermyn Street in 1997, moving from number 90 to number 92 as demand grew. Now, nearly three decades later, the brand has relocated to a larger venue at number 100.
CMO Highlights the Store’s Importance
Joe Irons, Chief Marketing Officer at Charles Tyrwhitt, commented:
“We are really looking forward to the relaunch of our historic Jermyn Street store. Having a store located in an area that is rich in history of men’s style has always been a point of pride for the brand, and to get to see our retail vision brought to life in the place that it all started has been very fulfilling.
“The store offers a space where both loyal customers and first-time visitors can experience the quality, fit and style that we are known for, and we cannot wait to open the doors and welcome everyone back in!”
