British heritage brand Ben Sherman triumphantly returns to the UK high street with new stores.
- The new Brighton store spans 1,300 sq ft and reflects the brand’s historical roots.
- A second store will open on Berwick Street, Soho, by the end of August 2024.
- Ben Sherman shifts back to full-price stores after previous closures.
- The brand continues its collaboration with Team GB, enhancing its sportswear reputation.
Ben Sherman, a quintessential British heritage menswear label, has made a significant comeback to the UK high street by establishing two flagship stores. The first of these is a 1,300 square foot store located at 19-20 Dukes Lane in Brighton, which opened last week. Brighton holds historical value for the brand as it is the location where the brand was founded 61 years ago.
The brand’s expansion is further highlighted by the upcoming opening of a 677 square foot store on Berwick Street in Soho, London, scheduled for 29 August 2024. This re-entry into prime retail spaces is a strategic move to revitalize Ben Sherman’s presence in the UK market, following the closure of its stores on Carnaby Street and Commercial Street after its licensee, Baird Group, entered into a Company Voluntary Arrangement in August 2020.
Currently, Ben Sherman operates a pop-up store on a flexible lease at Coal Drops Yard in Kings Cross and maintains seven outlet stores across the UK, including locations such as Ashford, Cheshire Oaks, and Dalton Park. This initiative marks the brand’s transition back into full-price retail after focusing on outlets and temporary setups due to previous closures.
While Ben Sherman focuses on these flagship openings, the brand remains a prominent name in the world of sportswear by being the official supplier for Team GB during the 2024 Paris Olympics. For the third consecutive Games, it was responsible for outfitting British athletes during the opening and closing ceremonies, reinforcing its prestigious association with high-profile sporting events.
Marquee Brands’ executive vice president of fashion and lifestyle, Tim Reid, expressed optimism about the brand’s trajectory, stating, ‘We look forward to positive brand expansion as we open new flagship stores and continue our year of sport and proud ongoing partnership with Team GB.’ The much-anticipated stores promise to offer exclusive peeks at the latest collections, including a limited-edition collaboration expected in early September.
Ben Sherman’s strategic return to flagship stores in the UK aligns with its rich heritage and ambitious future endeavors.
