Suit Direct defies downturn with retail expansion

By

Barbara Santamaria

Published
Sep 25, 2020

Suit Direct, a leading men’s formalwear retailer, is opening a series of standalone stores across the UK throughout the next year as part of an ambitious growth strategy.

The retailer, owned by Baird Group, is set to launch a new flagship store on Birmingham’s New Street later this week, followed by a further flagship store opening at Intu Metrocentre on 2 October.

In a rare example of a formalwear fashion retailer moving forward with expansion plans despite the ongoing economic uncertainty, Suit Direct is planning to open 10 new city centre stores by the end of 2020 and up to 25 within the next 18 months.   

This is a bold decision for the company given its focus on formalwear, a category that has been badly hit by the rise in home working and the impact of coronavirus restrictions on the 2020 wedding season. 

Suit Direct also offers a selection of casualwear products from brands including Ben Sherman, Jeff Banks, Limehaus, Racing Green and Melka.

In addition to formal and smart casualwear pieces, the stores will offer a set of in-store services such as bespoke measuring, free alterations and in-store kiosks where customers can place online orders.

Speaking about the brand’s growth ambitions, retail director Amanda Argent told The Business Desk: “With a focus on greater innovation, especially through bringing life to our digital proposition, offering quality brands and a premium, customer-focused, shopping experience we’re looking to bring back the joy of buying and wearing suits whether it be casual, in the office and more in more formal environments.”

She added: “We are delighted to be growing our UK store presence. We cannot wait to be a part of the New Street shopping experience and ensure the Birmingham population stay suited and booted during these uncertain times. We want to be the go-to brand for all occasions, including weddings, races, work and prom.”