Lincolnshire-based retailer Wiseguys Formal Menswear has opened a second store in Nottinghamshire just over a year after its retail debut.
The 591 sq ft store, which stocks hirewear, formalwear and casualwear, opened at The Buttermarket shopping centre in Newark earlier this month. Brands sold include Carabou Menswear, Nicole Miller and Double Two, with prices ranging from £45 for casual trousers to £133 for suit hire.
Wiseguys Formal Menswear opened its first store in Sleaford, Lincolnshire, in June 2013. The company was founded by Sharon Otley and Mike Willis, two former managers at menswear chain Greenwoods.
Willis said Wiseguys Formal Menswear had enjoyed a “phenomenal” reaction since it launched, with 180 hirewear orders for between now and 2016 for parties of up to 10.
Willis said he was capitalising on the lack of mid-market menswear retailers targeting men aged 35 and over.
“If you look at the high street and traditional gents outfitters, there’s not many retailers targeting the 35-plus market. There’s retailers targeting the younger lads and the top end, but no market for the middle,” he said.
He added the retailer had a competitive edge because it offers bigger sizes such as shirts with collars up to 23in and jeans with a 70in waist, and home visits for its hirewear business.
The retailer plans to open another store in either Mansfield or Lincoln in 2015.