Tie Rack will broaden its product offer to attract a younger customer and differentiate itself from high street rivals, after rebranding as Tie Rack London.
Tie Rack brand director Julia Darlington said she would focus on non-seasonal products, including expanding into everyday handbags. “We don’t want to compete with the high street by offering products for just one season. We’re developing our handbag, jewellery and footwear ranges,” she said.
Tie Rack London’s more fashion-led offer and new store concept, unveiled last week on London’s Oxford Street, is aimed at attracting a 35-plus age group, compared with its current market of 40-plus.
“The new store design is more contemporary and is a move away from the traditional gentleman’s wardrobe,” she added.
The new concept, designed by consultancy JHP, will be rolled out to five UK stores, including Charing Cross and Brent Cross in London.