The owner of premium Hertfordshire independent Purple Menswear will open a second store in the county on August 21.
The new 800 sq ft single-storey unit at 283 High Street, Berkhamsted, will stock similar brands to the existing shop in Harpenden, such as Hugo Boss, Armani and Belstaff.
It will also allow the business to take on some new brands, including Michael Kors and Hackett. “Because of the minimum spend on some of those brands, we need more space,” explained Purple Menswear’s founder and director Paul Monks.
Monks opened the first Purple Menswear on the ground floor of 1 The Forresters, High Street, Harpenden, in 2009. It now trades from 1,500 sq ft across two floors, having expanded upstairs in 2011.
The Berkhamsted store is a 35-minute drive away.
Monks told Drapers he had always planned to find a second location and the Harpenden store has been trading well, with sales up every year since it opened.
“We chose Berkhamsted because it is a market town and there is a lot of wealth there,” he added.