A New Jermyn Street Flagship Store for T M Lewin

Last week whilst visiting Jermyn Street I had a chance to pop into T M Lewin’s newly renovated flagship menswear store. T M Lewin is making a bit of a big deal that this is their 115th year on Jermyn Street.

Some facts about TML. Thomas Mayes Lewin began trading in 1898 and TML has maintained a presence on Jermyn Street ever since. TML’s claim to fame is that they pioneered the coat shirt, i.e., an early generation of shirts with buttons down the front similar to the ones we wear today. These replaced shirts pulled over the head like a jumper.

TML has now expanded across the country including 40 shops in London alone and a new shop in Australia opened last year.

TML2

Between June and September the flagship store has been undergoing renovation works. They promised ‘updated and improved store layouts and new contemporary fixtures and fittings.’ So I was interested to see what they had done.

The outcome was impressive.  The shop had a modern and airy feel. Low tables dripping with ties, an open plan layout, and lots of wood panelling in homage to traditional men’s outfitters.

TML

I liked it. It felt fresh, modern and airy whilst retaining  the trad feel of a Jermyn Street gentlemen’s outfitter.

However, it feels quite a bit smaller than it was before. And the basement space has disappeared.  The reduction in floor space felt obvious to me.

TML3

Quite what TML plan to do with all the space they are no longer using is not yet clear. Perhaps it will eventually reopen once it is all refurbished.

Let’s hope so. At the moment whilst I love the new look, the flagship store feels slightly too small.  I guess size does matter after all….

Advertisements

What do you think?

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s