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Wolsey to raise UK profile with London flagship and website

Heritage menswear brand Wolsey is looking to increase its UK presence with the launch of a London flagship store and a transactional website this autumn.

The website will go live in mid-October and will feature the British brand’s full collection. It will be followed in mid-November by the opening of a 1,750 sq ft store on Brewer Street in Soho.

The store will showcase the main Wolsey collection on the ground floor, which includes travel-inspired styles, while the first floor mezzanine level will stock premium heritage range Wolsey 1755, which is more directional and has a slightly sharper silhouette.

Speaking to Drapers, creative director Richard Bengtsson said: “We want Wolsey to be aspirational and for it to be stocked in the best international stores. Launching an online store is important to help reposition the brand and build awareness.”

Wolsey showed at Bread & Butter Berlin for the first time in July and also exhibited its spring 12 range at Jacket Required in London and Moda in Birmingham.

Brand director Stephen Reeds said: “The key thing for us is to let people know what the brand is about. The transactional website and store launch will help us do that.”

Wolsey has reviewed its stockists and is now focusing on a target of around 100 key stockists for both the mainline and Wolsey 1755.

The decision to launch the Swedish-designed Wolsey 1755 brand in the UK came after Wolsey’s acquisition of its Scandinavian subsidiary in May.

Wolsey is known for dressing Scott of the Antarctic and will provide clothing for a recreation, led by Lieutenant Colonel Henry Worsley in November, of the explorer’s race to the South Pole.

Readers' comments (1)

  • Wolsey's delusions of grandeur haven't gone down well with many stockists that have now dropped the brand. No amount of website activity is going to make up for that business. Don't they realise that a) They're not John Smedley and b) Consumers do not travel to the North or South Pole?

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