Franklin & Marshall’s first UK store aims to prove the brand’s talents stretch further than sportswear.
The first UK Franklin & Marshall store is showing consumers that there is more to the varsity-inspired Italian brand than sports sweats and hoodies. Flanked by Speedo and Havianas, the 1,720 sq ft store at 47-49 Neal Street in Covent Garden has six staff The varsity heritage is evident, with US-influenced sports memorabilia and imagery used to great effect. On the first floor customers will find the men’s collection, which accounts for about 70% of turnover.
Here, the logoed sportswear sits alongside more subtle pieces such as chinos. Prices range between £68 and £98 for shirts, £84 and £189 for jackets and from £34 for T-shirts.
A central stairwell leads down to the women’s range where tops are priced from £29 and a baseball jacket is £104. The UK accounts for about 15% of total sales, and globally wholesale represents about 70% of turnover.
Speaking to Drapers, Franklin & Marshall communications and PR manager Max Menegazzi says the opening will help expand its presence in the UK: “People tend to associate the brand with sportswear, and stockists buy into the pieces is known for. This store will help us communicate what the brand is all about.”