Charles Tyrwhitt's new store concept debuts at centre:mk

By

Nigel TAYLOR

Published
Aug 22, 2022

British menswear brand Charles Tyrwhitt has an all-new store concept to roll out across the UK and has chosen the centre:mk mall in Milton Keynes as the debut location. The 1,455 sq ft store will be located at 27 Silbury Arcade featuring Tyrwhitt’s “cutting-edge store format” showcasing the brand’s full collection.

The store, which is the brand’s first new opening since 2018, will include a range of new technological features, including interactive QR codes and engaging digitalised visuals to display the brand’s creative content.
 
One-on-one styling appointments and made-to-measure custom shirt and suit services will also be available, “demonstrating Tyrwhitt’s ethos of ‘making it easy for men to dress well’”. 

The brand has also made advances with its ongoing commitment to climate positive projects and has been carbon neutral since the start of 2022. The new Charles Tyrwhitt centre:mk store will feature the brand’s shirt recycling scheme, rewarding customers who bring in old shirts -- ‘Tyrwhitt or not’ – with store discounts. 
 
The new space at centre:mk joins the brand’s customer service and distribution centre in Milton Keynes, “further establishing its commitment to the area”.
 
Chief marketing officer Joe Irons said: “The destination is the ideal location to debut our new store format and we have great confidence that our premium menswear offering will sit comfortably alongside the centre’s other reputable brands.”
 
Kevin Duffy, centre:mk’s Centre Director, added: “With the return of events, we’re seeing an increased demand for more formal and occasion menswear, making Charles Tyrwhitt the perfect fit. The selection of centre:mk for the brand’s first new store since 2018 is very exciting and we’re proud to welcome its debut retail format.”
 
Charles Tyrwhitt is the latest premium retailer to join the destination, with the recent openings of Loupe in June and Ted Baker in July.
 
Duffy noted the latest addition to centre:mk’s menswear offer “builds on the growing demand for guests for a greater range” saying sales were up 7% between July 1 and 25 compared to the same pre-pandemic period in 2019.