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Ben Sherman unveils new Portobello Road store


Male fashion brand Ben Sherman has opened one store and completed the renovations of another in prime retail locations in London this week.

The retailer has unveiled a new concept store on the Portobello Road in Kensington, west London, which will be the first ever outlet from the company to feature the full Ben Sherman Modern Classics line.

Over in the capital’s West End region, the brand has just completed its revamp of its iconic Carnaby Street branch, which is trialling new features set to be rolled-out further in the next few months.

A statement from Ben Sherman regarding the new Portobello store read: “Sympathetic to the independent nature of local business and the community spirit of the neighbourhood, the store retains not only its original fascia, but will feature minimal branding, with the hoarding, down to the bags, all simply labelled 115 Portobello Road.

“Amongst the rails of apparel and accessories, you will find curated objects and curios; complimentary pieces and curiosities meticulously handpicked from a variety of sources and craftsmen, as well as a handful of other select brands we believe embody a Heritage of Modernism.”

One of the major new feature of the Carnaby Street store is ‘The Shirt Bar’, a section of the unit dedicated exclusively to shirts and staffed by experts in the clothing item.

A new interactive window display, which allows customers to pick items to be displayed at the front of the store, and various vintage fabrics and items of furniture have been installed to add to the sense of retail theatre.

Ben Sherman revealed that this new store concept will feature in an entirely new store in Tornoto, Canada which will open during the Autumn, followed by a global roll-out.

Published on Friday 16 September by Editorial Assistant

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