Charles Tyrwhitt brought its distinct British aesthetic to New York City more than two decades ago. Now the brand has taken the plunge and opened a flagship a few blocks north on Madison Avenue.
The 2,450-square-foot space at 477 Madison Avenue on 51st Street joins 11 other U.S. stores, including four in New York City: 46th and Sixth, 50th and Seventh, Grand Central Terminal and the World Trade Center. The company also operates two stores on Long Island: Belmont Park Village and Roosevelt Field Mall.
The new flagship replaces a location at 377 Madison Avenue that opened 23 years ago.
The new design features street-facing windows and two London telephone booths framing the entrance. Inside, the store offers the complete menswear range — from its signature shirts in an array of fits, colors and patterns to suits, knitwear, casualwear, footwear and accessories.
Joe Irons, chief sales and marketing officer at Charles Tyrwhitt, said the new store is double the size of the prior location with “additional product options.” There are also additional fitting rooms and a special “dwelling area” for customers to relax while shopping.
“We are thrilled to officially open the doors to our new flagship store on Madison Avenue just steps away from where we debuted our very first New York location over 23 years ago,” Irons added. “Since then, we’ve grown alongside our customers, and the response to the brand in New York has been so strong that we jumped at the opportunity to create a bigger and more impactful U.S. flagship home, adding to our four other thriving Manhattan stores.”
Although known for its shirts, Charles Tyrwhitt also sells tailored clothing and casualwear.
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He said shirts have historically represented 55 percent of total sales for the company, but he is expecting that in the new space, “we should see an increase in our casual and smart casual range. In addition, we offer a beautiful range of suiting which performs well.”
The store had a soft opening last week and there will be a grand opening celebration on Nov. 19.
Irons said that there are plans to renovate other stores in the U.S. fleet to incorporate the new design concept. He also said the company will continue to add stores in the American market, but did not provide specifics.
Charles Tyrwhitt has been heightening its exposure in the U.S. market in recent years. It sponsors the New York Yankees and recently named shortstop Anthony Volpe as an ambassador.
Charles Trywhitt is mining its British heritage in the new store.
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Charles Tyrwhitt also operates stores in New Jersey, Philadelphia, Washington, D.C., Northern Virginia and Chicago, and has 34 units in the U.K. The company was founded in 1986 by entrepreneur Nicholas Charles Tyrwhitt Wheeler and has been operating in the U.S. since 2000.
