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Brighton indie rebrands its stores to appeal to younger customers

Two-store Brighton menswear independent Powell & Palmer has renamed its business Fishers Menswear to attract younger, more upmarket customers, ahead of its online launch later this month.

The original Powell & Palmer store, which opened three-and-a-half years ago, will focus on casualwear, while the second store will concentrate on formalwear, including suits, shirts, ties and accessories, as well as retaining Powell & Palmer on its own-label tailoring brand.

Owner Jason Palmer rebranded the original store 18 months after buying independent retailer Fishers Menswear in Brighton. "The business has so far been geared to the 50-plus customer. We want to move the offer a little bit younger with more colour, and a little more upmarket," he said. "We are introducing brands including Hardy Amies, Aquascutum and John Smedley, but we are not trying to compete with the bigger labels. We want to offer something for customers who will pay for quality, rather than a brand name."

Both stores in Brighton are being refurbished and modernised to coincide with the relaunch. Palmer added that the business would also launch online with a fully transactional website later this month. Ready-to-wear suits, shirts, knitwear and ties form the core online offer.

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