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British menswear brand Peter Werth to target new stores and premium independents in UK push

British menswear brand Peter Werth wants to ramp up its retail presence in the UK by opening stores in key cities and targeting premium independents.

The London-based business celebrated its 40th anniversary by opening a second standalone store just off Oxford Street last week.

The 200 sq ft shop is at the brand’s Eastcastle Street showroom and design studio. It stocks a selection of Peter Werth clothing, outerwear and footwear. 

Creative director Phil Jones told Drapers future expansion would centre on stores in key cities, as well as premium menswear indies.

“For the last four years our aim has been to update the brand and make it a bit more modern, and we feel we’ve got there now with the opening of this store,” he said.

“Retail and wholesale are the growth areas for us. We’re looking at the big cities like Manchester, Leeds and Newcastle, but it depends on where we find a site that feels right.

“It’s not going to be a slow process like the redesign, but we don’t want to just do things too quickly. It could get to the point where we say we’re going to open 10 stores – it depends on the reaction and if it feels right at the time.

“In the last year we’ve taken on two new agents, and the independent market is going to grow for us because of that. We’re looking to go into quality menswear independents, and that was a key consideration when we were building this collection; I think independents are essential for us. 

“We’re also looking at how to expand internationally. We’ve just gone into Nordstrom in the US and China is another area that’s of interest to us.”

Peter Werth has an existing store on London’s Earlham Street, as well as 30 concessions in House of Fraser and a concession in Topman’s flagship on London’s Oxford Street.

The new store will initially open Monday to Friday but Jones said this will be reviewed.

Peter Werth has also launched a national cinema advertising campaign in conjunction with the new Tom Hardy film, Legend, as well as a collaboration with denim brand Lois. 

Readers' comments (4)

  • How are Peter Werth going to get into Premium Independents when they supply Jacamo? Square that circle.

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  • Another dreamer, we will supply ourselves, the best Indies and HOF who discounts constantly.
    They can not be all things to all Men , it WAS a great Brand so make your mind up please!

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  • Have to echo previous comments. You can't be in the likes of HOF discounted on an almost permanent basis and then aspire to be in high end Indies. It's fantasy. To achieve what they state in this article, they will have to completely re-evalute their outlets and act upon it. That means getting out of the likes of the stores mentioned by previous posters. If not, they will be coming across a growing amount of brands that are trying to please everyone and end up pleasing very few. Fact.

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  • They can always join Ben Sherman!!

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