Members-only Otto debuts in Mayfair

The retailer, which opened its doors on Thursday, features a showroom from which it sells a collection of clothing including shirts, jeans and bespoke suiting sourced from Italian artisans.

Customers at the store, on Mayfair’s Grosvenor Street, will be able to get personal fashion consultations and use the luxury lifestyle facilities – the 4,000 sq ft store also includes a steam room, massage tables, a VIP area and a garden terrace.

A spokesperson for Otto said its first store had launched in London because the city is an “international fashion hub”, but if successful it would roll out to other international cities.

Founder Tony Giallonardo said: “Covering all of a man’s wardrobe requirements, Otto will become a way of life, even a compulsion, for clients that desire unparalleled craftsmanship produced with the finest materials and a master’s attention to detail.”