Marrying tradition with a slick edge, Remus Uomo’s design DNA translates smoothly to a store environment.
Northern Irish menswear brand Remus Uomo has built up a solid reputation for servicing customers who shop at the more fashionable and younger end of the classic menswear market.
Part of the Douglas & Grahame business, and sibling brand to the more mainstream Douglas, Remus Uomo is focusing on a retail drive, having opened stores in Belfast’s Castle Court shopping centre and the Diamond centre in Derry. The brand opened a flagship store with its latest look in the new Victoria Square development in Belfast last month.
The 2,100sq ft unit splits the brand’s formalwear and casualwear, by selling the two sides of the collection on opposite sides of the store.
In keeping with the brand’s positioning, the store has a mix of contemporary and eye-catching features, while never straying too far from its more mainstream roots.
The overall effect is a modern and sleek look, provided by chrome fixtures, dark tiling and spotlighting. This is warmed up with the use of more traditional walnut counters and shelving. The overall effect is one of luxury without overindulgence, and an aspirational quality that avoids being intimidating.
Featured elements include a denim wall with mannequins suspended against a bank of glossy spotlit mosaic tiling. A long wooden sales counter contrasts with the masculine glossy black wall which features white-on- black etched-on images from the brand’s photo campaign. But the show-stopping feature is a light box on the back wall which runs along the ceiling for the whole length of the store, where 100 different lights constantly change colour.
Throughout the store, the more sombre colours of the suiting are spiced up with displays of neatly folded shirts in lime greens, oranges, sky blue, pink and yellow. A wall of stripey ties underscores this commitment to colourful merchandising.
The stock is appropriately weighted toward formal styles with 138 shirt and tie lines, 60 formal shirts, 85 suiting options, 41 jackets and 111 trousers. This is balanced by 52 casual knitted tops, 65 casual shirts and 42 casual trousers.
Remus Uomo retail operations manager Simon Anderson designed the storefit along with Edinburgh design company 442 Design. He says that competing with its high quality neighbours in the new scheme forced the business to up its game in terms of the store.
“We wanted a different pace and feel for the formal and casualwear sections but with links between the two,” says Anderson. “Casual has modern finishes, while there is carpeting on the formal side. Stainless steel and walnut is used in both areas, and the fitting rooms also feature floor-to-ceiling walnut doors. We are confident we can roll out this storefit. At the moment we are actively looking at sites for more stores, but this fit can also be used for concessions and put into blocks of 500sq ft.”
Remus Uomo Unit UG08, Victoria Square, Belfast
3: The number of Remus Uomo stores
4: The number of stores planned in the next 18 months
2,100sq ft: The size of the Victoria Square store in Belfast