Thom Sweeney to open Mayfair Townhouse
Sep 11, 2020
As brands get back to opening new locations post-lockdown, British tailor Thom Sweeney will open a Mayfair, London townhouse this month, unifying its existing two stores in one upscale location.
The 31,000 sq ft tailoring hub, on Old Burlington Street is adjacent to bespoke menswear destination Savile Row and will aim to offer “an elevated new retail experience”. It will include ultra-luxury bespoke tailoring but will also stock the label’s ready-to-wear.
There will be a tailoring workshop on-site, as well as fitting rooms, a made-to-measure lounge, a cocktail bar and barber’s shop across four floors.
“The townhouse marks the start of an exciting chapter for Thom Sweeney. We’re excited to be moving onto Old Burlington Street, bringing fresh energy to neighbouring Savile Row – an address that’s synonymous with Great British tailoring,” said co-founder Thom Whiddett.
“We’re also looking forward to presenting a modern vision for a tailor’s shop, with space to unwind as well as to meet our team and browse the collection. This new store is as much a home from home for our customers, as it is a hub for bespoke tailoring.”
Townhouses have become an increasing focus for upscale menswear brands but also for the wider luxury sector. They allow brands to create an ultimate luxe experience while also acting as a showroom for everything that the brand offers.
Matchesfashion’s Carlos Place location fits the concept and Hackett opened a Savile Row townhouse almost a year ago, while Breitling’s Regent Street flagship debut in February also adopted the townhouse approach. Michael Kors opened a Bond Street townhouse last year too. And the concept also works well abroad with Turnbull & Asser operating a townhouse in Manhattan.
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