Harpenden-based independent Purple Menswear will open its new lifestyle store, which includes a barber and coffee shop, this Saturday.
The new 2,500 sq ft shop spans two floors in the heart of High Street Harpenden, with 1,200 sq ft dedicated to retail.
Purple Menswear was previously located off the main high street at 1 The Forresters.
Having been in its previous location for almost 10 years, owner Paul Monks said the new location and updated lifestyle focus would increase footfall and improve business: “It was time to update the brand, change the logo and change the concept.
“We’ve always been a destination store and we don’t have passing trade where we currently are. Our business should increase by 20% just from being on the high street.”
The ground floor houses the main menswear offering, including brands such as Hugo Boss and Scotch & Soda, a coffee shop and barber shop run by Menspire, which currently has six locations across the UK and Ireland, including Dublin and Edinburgh. Monks hopes its strong Instagram presence – it has more than 120,000 followers – will bring new customers to Purple Menswear.
Moving away from the heritage design style, the new store is Nordic-inspired and has clean, bright, open spaces. Upstairs will be dedicated to made to measure and personal shopping, and the shopfit features dark leather to reflect this.
Monks said this separate area will make the personal shopping experience even more special for customers: “We offered both services before. However, it’s hard to give the proper service when people are still able to come in and shop alongside them. In the new store it is fully sectioned out and has its own space.”
Although the menswear brand mix has remained much the same, Monks hopes the introduction of lifestyle brands and store elements will widen its appeal: “The large brand emporium style of old-school retailing is going to die soon, especially in market towns. People want to see books and other products, and hopefully women will also like what we’re doing. We want to be ahead of the trend, not the brand three years down the line who copies it.”