Midlands-based premium menswear indie Clements & Church is targeting a younger customer with its third store, which opened in Solihull this week.
The retailer, which made its name as a high-end tailoring and bespoke suiting business, has broadened its offer in the Solihull store to include more casualwear and accessories, plus a debut denim range.
The 1,215 sq ft store, in the Mell Square shopping centre on Drury Lane, also features a VIP room and cutting rooms for bespoke items.
Adrian Barrows, who co-founded Clements & Church with Aaron John 10 years ago, said the Solihull branch reflected a shift in the business’s customer base, which has become younger as Clements & Church has invested in new, more casual product and collaborations, including a range of Liberty of London printed shirts this year.
The Solihull branch stocks Clements & Church’s own-brand casualwear, including its first denim range, and leather goods, alongside wedding suits and high-end, one-off pieces under its Purple Range, made from cloth designed in store.
The new branch’s shopfit has evolved from the indie’s other two stores - the first in Birmingham city centre, which caters to the business market, and the other in Leamington Spa, which focuses on casual formalwear. Solihull has retained a corporate design element, but is “more vibrant and edgier” than its sister stores, said Barrows.
Clements & Church is also poised to expand outside of its Midlands heartland, but Barrows declined to disclose details. He said: “When this will happen is a matter of what tax relief businesses will get after the election and whether we go deeper into recession.”
The retailer is set to launch a transactional website by September and will expand further into new product ranges, including watches, over the next two months.
Barrows said trading had been positive during spring, with casual jackets and knitwear selling well and wedding suits expected to drive summer sales.