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Hilditch & Key unveils contemporary makeover

Hilditch & Key has revamped its Jermyn Street store and is launching a new website this week to present a more classic contemporary look for the shirtmaker, which was founded in 1899.

The Hilditch & Key flagship at 73 Jermyn Street reopened last week following an eight-week overhaul.

As part of the refurbishment, hat retailer Bates, which is owned by Hilditch & Key, has relocated out of this store into its own 1,000 sq ft unit at number 37.

Hilditch & Key is undertaking a similar refit of its Paris store at 252 Rue de Rivoli, set to be completed by early spring. It is also looking to open a New York store next year.

Chief executive Steven Miller said he has spent the past 18 months working to rejuvenate Hilditch & Key, after joining from fellow Jermyn Street shirtmaker Turnbull & Asser, where he was managing director.

Wholesale is a growing focus for the business, which turned one floor of its offices at 88 Jermyn Street into a showroom in January. Prices range from £50 to £74 for shirts and £25 to £32.50 for ties.

Hilditch & Key has 24 stockists, including Bloomingdale’s in the US, but none in the UK. However, it is in talks with UK stores for autumn 15.

  • Argentinian polo lifestyle brand La Martina and British cashmere brand N Peal will also open flagship stores in London’s St James’s before the end of the year, following investment from TheCrown Estate to position the area as a luxury fashion retail destination.

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