Hackett opens Savile Row townhouse with bespoke focus
today Nov 21, 2019
JP Hackett has opened the Savile Row townhouse location that it announced earlier this year with the high-end menswear brand adding further to its central London offer as the nearby Jermyn Street location remains open.
But the importance of the Savile Row opening is clear with the company calling it "our new home of bespoke”. London’s Savile Row is the heart of global bespoke menswear tailoring and in a world in which ultra-luxury is the most dynamic segment of the market, exploiting the willingness of the high-end consumer to spend thousands on a special piece make commercial sense.
The 36-year-old brand’s townhouse, which was formerly home to couturier Hardy Amies, opened on Thursday at No 14 Savile Row, and it comes complete with a team of traditional tailors. But ready-to-wear won’t be neglected with dedicated RTW rooms in the space. There’s also room for other products such as vintage accessories.
Hackett is owned by Spain-based Pepe Jeans Group and in the last financial year for which we have figures (the 12 months to March 31 2018), it reported a net loss of £7.7 million, wider than the £2.7 million of the previous year, despite revenues rising. The company was affected by markdowns in retail stores and a higher proportion of off-price sales in the wholesale channel. It also invested in its retail store estate.
And this investment is continuing. While it hasn’t disclosed how much it spent on the townhouse, it was clearly a lot. The location’s interior makeover was created by brand founder Jeremy Hackett with interior designer Ben Pentreath with plenty of original features having been retained.
These include antique chandeliers and original fireplaces. Elsewhere, the company has recreated 19th century wallpapers and created a new cocktail bar in a no-expense-spared approach designed to make the VIP customer feel special. It also has a members-only club room that will host events and a period 1950s bathroom that was installed by Hardy Amies for Queen Elizabeth II’s sole use.
“My role has been to left the house breathe again,” Pentreath said. “To clear away the building’s modern elements, to gently repair joinery and panelling and to redecorate with colours and materials that reflect the house’s origins. There’s something magical in taking a building that is nearly 300 years old and bringing it to life in a way that feels timeless.”
The townhouse concept has become increasingly popular for luxury vendors with Matchesfashion’s Carlos Place location in London and Turnbull & Asser’s NYC flagship being among the best known. VIP lounges such as those operated by tax-free payments specialist Global Blue also tap into this trend.
These luxury destinations help to encourage maximum spending on the part of the most affluent shoppers and also boost engagement with those shoppers.
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