Menswear business Moss Bros is collaborating with tailoring and accessories brand Simon Carter to roll out standalone stores for the brand.
An 800sq ft store will open on King Street in London's Covent Garden next month, after profit before tax for the year to the end of June rose 22%, with turnover up 16%.
The grade II listed building, currently a Moss Bros shop, will stock Simon Carter's full range of suiting, accessories and denim.
The brand's founder Simon Carter said up to 12 stores could open across the UK.
Carter declined to give specific figures on performance but said: "We want to build the brand and let people know we are about more than accessories. We're looking for smaller stores in good locations. We want the stores to support the wholesale business, which is still an important focus for us."
He added that recent sales of clothing had outstripped accessories for the first time.
The deal represents a deeper move into franchising for Moss Bros, which already runs lucrative stores for Hugo Boss and Canali, plus Cecil Gee and Moss stores.
Moss Bros chief executive Philip Mountford said the tie-up was a natural progression. "The brand has been doing fantastically well in our stores and this is a great opportunity to develop it further," he said.
The stores could replace existing Moss Bros sites as well as going into new units. It will have an off-white storefit featuring the black and cinnamon logo, with vintage furniture and a gallery space for artists.
Simon Carter is sold in House of Fraser, John Lewis and Selfridges, as well as independent retailers. It is also sold through Bloomingdale's in the US.