Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Republic woos menswear brands in move upmarket

Young fashion chain Republic is wooing higher-priced menswear brands as part of a move to reposition at a more premium end of the market.

When Paul Sweetenham joined as chief executive in March, he made it clear he hoped to introduce a “healthier brand mix” to the retailer.

Plans to expand its womenswear and footwear categories have since been unveiled but the latest plank in Sweetenham’s strategy now appears to be to focus on its menswear offer.

Republic declined to give further details but Drapers understands the chain is courting menswear brands including Boxfresh, Original Penguin, Humör, Farah and Fly53.

One agent told Drapers Republic was “completely refreshing the brand mix”  in around 25 stores.

The retailer is understood to have approached about 15 new labels so far as it looks to instigate a raft of changes.

“It’s a massive change of direction for Republic,” the agent added.

A sales manager at one menswear brand told Drapers the retailer had put forward a pitch for the team to consider. Although the source described the shake-up as “pretty interesting”, he intimated that Republic’s demographic still fell below the brand’s own and that a deal was unlikely. Another brand said it had been approached but discussions were still at an early stage.

However, Drapers understands the retailer is aiming to start introducing the new brands later this year.

Although full details of the locations earmarked for the new strategy are unclear, Republic’s new-format “retail venue”, which will launch in Leeds in September, is understood to be among them.

Readers' comments (2)

  • Nick Preston was brought into the business to court the brands early on but maybe with Mr brewins out a oppurninty for brands to work with a large retailer.
    Guess question remains if they will treat brands the way they did during Mr Brewins leadership.

    Unsuitable or offensive? Report this comment

  • Many younger chains have had to change their brand mix as they were linked to brands associated with chav culture such as Henleys and Voi and therefore need a cleaner, more mature look. That said, some of the brands mentioned in this article I would say are not suitable for Republic atall.

    Unsuitable or offensive? Report this comment

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.