Savile Row tailor Chester Barrie has redesigned its store on the iconic London street to reflect its brand handwriting and attract a new wave of tailoring fans.
Founded in 1935 by Simon Ackerman, tailor Chester Barrie has counted Sir Winston Churchill and Frank Sinatra among its well-heeled customers. Now its modern-day clients will find themselves in a fully refurbished store.
Designed in house by the brand’s creative director, Simon Kirby, key changes to the flagship store include an extra 80 sq ft of selling space, an additional changing room and a new area dedicated to occasionwear.
Floorboards have been exposed and the heavy, fixed displays have been replaced with freestanding units to create a lighter, brighter store environment for modern shoppers. Glass and velvet have been used throughout to add a sense of luxury.
Walls and floors in the new occasionwear area, located at the far end of the store, have been decorated in inky navy, and statement-making velvet chairs draw the eye. The darker palette used here contrasts with the lighter, neutral front half of the store, where pewter finishings have been used for an industrial, up-to-date feel.
The design also allows Chester Barrie to highlight its new made in England range of products, which includes coats, leather goods and a capsule tailoring collection. Retail prices for ready-to-wear items in the new line range from £995 to £2,200.
“Our aim is to ensure both the store and the collection reflect the brand’s DNA: 1930s glamour with a contemporary character,” Kirby explains. “I have designed the shop to combine traditional hand-crafted materials with a contemporary touch. It is a narrow store, so we have added an awning to the front and opened up the inside to make it feel bigger.”
Kirby has achieved his aims: the cleverly revamped new space nods to Chester Barrie’s long heritage while also providing a contemporary shopping space for a 21st-century customer.