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36 Infinities

29 Ironmarket, Newcastle-under-Lyme, Staffordshire

Who you need to know

Owner Martyn Sole (left)

Brands include Adidas, Barbour, Carhartt, Converse, CP Company, Emporio Armani, Evisu, Firetrap, Luke 1977, Lyle & Scott Vintage, Ma.Strum, Money Clothing, Nike, Nudie, One True Saxon, Paul & Shark, Paul Smith Jeans, Ralph Lauren, Stone Island, Supremebeing, Timberland

“A heaven for brand-conscious consum­ers,” is how one Infinities fan describes this 10-store menswear indie. Another adds: “Infinities offers a niche shopping experience that no other retailer is offering on the high street for the 20 to 40-year-old male market.”

High praise indeed and, given that the business is expanding at a time when many high street multiples have had to scale back their store opening plans, it must be doing something right. Founder Martyn Sole has ambitious expansion plans up his sleeve and is eyeing locations, mostly near the M62 corridor, for another six stores in the coming year.

A strong product mix, innovative merchandising and attentive staff all play their role in Infinities’ success.

Celebrating its 20th birthday this year, the retailer started trading out of one store in Newcastle-under-Lyme with the aim of showcasing some of the world’s most innovative brands, while still nurturing new design talent.

Nine stores later, it is a philosophy to which Sole has remained true. He says: “As a business we are moving forward in what are pretty hard times. We are creating something very different, both with our product and our in-store ambience. Infinities is not just a white box with shelves; we use big backdrops and colour to create a nice environment.”

For spring 11, Garbstore and Suit will join the brand line-up.

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