Premium independent OD’s is launching a dedicated menswear store and taking its brand mix more upmarket.
The store, on Barrow Street in St Helens, Merseyside, will open on June 3 with a full launch scheduled for September.
Owner Chris O’Dea has spent nearly a year converting a former restaurant to create 4,000 sq ft of retail space, plus 2,000 sq ft of office space. As part of the move, he has shifted the menswear offer towards a more formal brand mix and will introduce Canada Goose, Cerruti and Z Zegna for autumn 13, axing more casual ranges such as Luke, Lyle & Scott and Franklin & Marshall.
O’Dea said: “We’re trying to create a destination for Saturday night, special occasion or race daywear around a more formal offering, including suiting, soft jackets and trousers. We feel there is a gap in the market in our area.”
The separate menswear store will free up around 2,000 sq ft of space in OD’s original Cotham Street store for womenswear, which has moved away from short-order brands towards more branded clothing, particularly