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Grayers chooses John Lewis for exclusive launch into UK

A men’s casualwear brand, Grayers, is being launched by former top names from Ralph Lauren and J Crew and will be sold exclusively by department store John Lewis in the UK.

John Lewis will be one of only three retailers worldwide, along with Bloomingdale’s in the US and The Bay in Canada, to sell the US brand, which has been set up by Ralph Lauren’s former production director Peter Georgiou. Ex-Ralph Lauren head of concept design, Kenny Thomas, is design director and Todd Snyder, former head of menswear design at J Crew, is creative director.

The vintage-inspired casualwear brand, aimed at the 20 to 45-year-old age bracket, focuses on men’s basics and includes outerwear, knitwear, jerseys, polos and shirts. It will go into John Lewis in mid-February.

The 45-piece spring 12 collection will launch into 15 John Lewis stores, including London Oxford Street, Southampton, Cambridge, Newcastle and Aberdeen, as well as online at Johnlewis.com.

Carsten Skovgaard, men’s branded casualwear buyer at John Lewis, said: “Although we’re launching it into 15 stores initially, I see this being an all-store brand within two to three seasons.

“The fact we are launching this into 15 from the outset shows how confident we are that it is right for us and it suits the John Lewis customer.”

Skovgaard said the brand would sit alongside other men’s casualwear brands including Lyle & Scott.

Retail prices start at £18 for a T-shirt and go up to £125 for a jacket. There are no plans to wholesale the brand to other UK retailers.

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