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Moss revamps shops to include Bespoke

Menswear retail group Moss Bros is to roll out its made-to-measure services and overhaul its stores in a bid to demonstrate its full offer to customers.

Moss Bros’s Moss-branded store in London’s Canary Wharf will reopen on May 12 after closing for a refit about a month ago. The store has been expanded after the retailer acquired the adjacent stores, and will combine Moss Bros Hire, Moss Bespoke and Moss under one roof. The move coincides with the retailer’s 160th anniversary.

Creative director Sotos Georgalli said: “We needed to reconsider our brand because people have preconceived ideas of who Moss is and who its customers are. People always just associate us with hire, which is a part of the business that keeps going from strength to strength, but we feel we offer a 360-degree view on tailoring.”

An undisclosed number of Moss stores, of which there are about 140, will be revamped later this year to include the Bespoke offer. The stores, which will still operate under the Moss fascia, will have a new logo, moving away from a slimmer font to bulky block capitals.

Georgalli said the strategy would introduce more customers to its Moss Bespoke made-to-measure concept, which offers customised suits from £250. The first Moss Bespoke store opened on Blomfield Street in the City of London in June last year, offering suits for up to £500 and made-to-measure shirts for £75.

The Canary Wharf store will be split into three sections, with the Moss area decked out in light colours with wooden fixtures. The Hire and Bespoke sections will be warmer with darker colouring and copper touches. An A to Z of suiting with helpful tips on tailoring will be used on panels in store, online and in marketing materials.

Moss Bros would not disclose how much it would invest in the store refits. In February it sold its 15 Hugo Boss franchise stores to Hugo Boss UK for £16.5m. At the time the company said it would use some of the cash to redevelop Moss stores.

Moss’s website, www.moss.co.uk, will also be relaunched on May 12.

Georgalli said that, although the three fascias would not be combined within the new website, the long-term plan was to unify all the sites.

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