Moss Bros will put its London Oxford Street store concept into 30 more of its Moss shops next year, after revamped stores averaged a 20% sales uplift.
The Moss menswear chain launched a refurbished flagship store in Oxford Street earlier this month and said the 40 stores refitted in the past financial year had given sales a boost.
The Oxford Street shop features dedicated windows for the company’s fashion brands, using mannequins on benches and other props.
The store’s dated wooden fittings have been replaced with a cleaner, more contemporary black and white look, as well as mannequin runways, graphics and brand signage.
Moss Bros brand communications director Sean Murray, who joined the business in July, said that the chain wanted to position itself as the UK’s number one destination for branded menswear on the high street.
Our shoppers are telling us that they still want the value we offer, but they want a more exciting store environment.”
Senior formalwear buyer Scott Williams said sales at the 40 refitted stores were up by an average of 20%, while sales in revamped hire departments were up 37%.
He added that fashion brands such as Ben Sherman, French Connection and own label Ventuno 21 were showing the fastest sales growth and were 39% of total sales.
This week, Moss Bros appointed former Speciality Retail Group managing director Brian Brick as independent non-executive director. Founding family member Rowland Gee will step down from the board.
Director of business development Ciaran McCloskey has joined the board as group trading director.