TM Lewin's logo revamped as modernisation picks up pace

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Shirtmaker TM Lewin is to overhaul its stores with a new logo as part of plans to modernise the business.

The retailer this week posted sales of £55.6 million for the year to February 28, up 42% on the year before. EBITDA for the period was up 91% to £9.1m.

The 46-store chain will unveil the logo at its new 3,000sq ft flagship in the City of London in September. The two-floor unit will have a separate womenswear area with its own fitting rooms (Drapers, June 30).

"The logo will appear on the front of new stores. It will then be rolled out to all existing stores," said chief executive Geoff Quinn.

The updated maroon logo, based on branding from the retailer's 1905 archive, will appear alongside TM Lewin's web address on all store signage, including the fascia and bags. Shop front signs will have illuminated lettering to help them stand out on the high street.

The flagship, designed by Dalziel & Pow, will feature a stone floor, maroon counter and wallpaper created from a shirt drawing in the archive.

In line with the cosmetic changes, the company is also upgrading its IT system and has transferred operations to an outsourced warehouse. It has also moved to a new HQ in London's Hatton Garden and plans to open another 11 stores in the UK by the end of February 2008.