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Aquascutum to move back into made-to-measure

Aquascutum is developing a made-to-measure men’s tailoring service that will launch in February.

It comes after YGM Trading, which bought Aquascutum out of administration for £1.5m in 2012, revealed it is pursuing a “prudent yet ambitious expansion strategy” for the premium heritage brand. Last week, YGM executive director Andrew Chan was appointed to the newly created role of chief executive of Aquascutum, with immediate effect.

Head of menswear design Thomas Harvey confirmed this week that the brand would move back into made-to-measure tailoring. “It is something we felt had been missing in the range since the flagship on Regent Street closed in 2011, but we didn’t have the facilities to support it,” he explained.

There have been a lot of requests for the service, he added, particularly in the 1,268 sq ft menswear-only store on Jermyn Street in London’s West End (pictured), which opened in June.

“Made-to-measure is a great opportunity for us in terms of the market,” he said. “The price range is still to be confirmed but we expect it to start around the £700 to £750 mark.”

He also said the company is working with a new Portugal-based supplier for its tailoring, which offers better quality but allows it to maintain the same level of retail pricing.

Aquascutum is expanding its tailoring range to offer lower price points, reducing the entry price from £575 to £450 for a two-piece suit.

The top end will remain at £950 for a three-piece. The lower-priced pieces are expected to be available in stores from June next year.

“We are not stepping away from our classic offer, but we have been able to lower price points through our work with the new factory,” said Harvey.

Aquascutum is also planning to open more UK stores following the “phenomenal performance” of its Jermyn Street and Great Marlborough Street stores, which opened within the last 18 months.

Harvey said: “We are planning to open one store around Christmas in west London and a couple more over the next year. We are considering a womenswear-only store around the King’s Road area.”

There are also plans for a new website, although the business could not confirm details.

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