TM Lewin asserts its feminine side with new flagship and standalone

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Classic shirtmaker TM Lewin is upping its focus on womenswear with the opening of a new-look 3,000 sq ft flagship that will be geared more towards female customers.

The strategy also includes a new look for its womenswear standalones.

The flagship, more than twice the size of an average TM Lewin store, is due to open in September and will have improved fitting rooms, better visual merchandising and new branding.

Meanwhile, the retailer will open its third womenswear store, in St Christopher's Place in central London, in August. It will be the first standalone to take on the new shopfit.

Currently, womenswear sales account for 20% of the 49-store business, but TM Lewin is confident there is potential to increase its womenswear weighting.

"We have always covered womenswear from a masculine point of view, so we're taking a new approach that's softer and more considerate," said chief executive Geoff Quinn. "It's about mood, not just functionality."

The womenswear store and flagship are part of a 10-store opening strategy in London this year, with other locations including Paddington and Victoria stations. By the end of the year the business will have 30 stores in London.

TM Lewin has been on an aggressive expansion drive since its £50 million management buyout last year, backed by the Bank of Scotland. It opened 15 shops last year and plans to trial retail operations in the US and Europe next year.

There are also plans to offer overseas customers a version of the TM Lewin website in US dollars and euros. These buyers account for 30% of all mail order and internet sales.

"We feel the retail business could be good overseas," said Quinn. "When you're not involved in fashion, it's a really simple product. And businesswear is fairly universal."

The business has also hired former Burton retail director Simon Greene as group retail director to help Quinn spearhead the growth. He will be tasked with modernising buying and merchandising systems to improve stock visibility.

TM Lewin's turnover for the year to February 25 2006 was nearly £39m.