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.
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.
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.
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….