Premium menswear indie Northern Threads will open a second store this summer to broaden its brand portfolio and reach a younger market.
Northern Threads currently sells a mix of tailored and denim-led premium labels including Nudie, Emporio Armani EA7 and Cruyff Classics footwear from its 1,600 sq ft store on Ocean Road in South Shields, Tyne and Wear, which opened in 2006. The second store will open on nearby Fowler Street in August.
Owners Phil Goodfellow and Nigel Binnie said the business had outgrown its first store. Binnie added: “We were turning down labels we knew would sell well here because we didn’t have the space to do them justice. We wanted to expand next door but it has four floors and the rent was way too high, so we looked for a second site.”
The second store will stock denim brands, while the existing store will continue to stock premium labels.
The owners said dividing the offer in this way would enable them to add new brands and boost the sell-through of current labels.
Goodfellow said: “At the moment we have to give the most space to brands like Boss Green, Lyle & Scott and Luke because they are our best-sellers, but the denim brands can perform better if they are given their own store and more space. It will attract younger customers too.”
Existing denim labels such as Firetrap and Replay will move to the new store, and will be joined by brands such as Carhartt and Gio-Goi.
The original store will continue to sell mainline labels such as Boss Green and Ralph Lauren and will add Boss Orange and Armani Jeans.
The owners have yet to finalise the name of the new store, but said it may be run under a new fascia to reflect the more directional offer.
The duo also plan to grow the Northern Threads website, where sales are up 20% year on year, well ahead of the bricks-and-mortar store, where sales are “slightly up”. They are now planning a national ad campaign for autumn 10 through magazines including FHM and Men’s Health to further boost web traffic.