Monday, October 25, 2021 sets sights on premium menswear market, Shop Direct‘s online luxury fashion retailer, is set to unveil a premium menswear offer in autumn/winter 2016, with brands including Barbour, Kenzo and Aquascutum already having signed up for the launch.

The e-tailer hopes to make premium menswear brands accessible to more consumers in the same way it has for women‘s luxury fashion and beauty since its launch in February 2015. will feature magazine-style editorial content offering fashion advice and product recommendations for visitors to the site. Former ASOS Premium Menswear Buyer and Coggles Head of Retail Adam Jagger was recently appointed to lead the menswear offering, which will focus on men‘s clothing, footwear and accessories.

“We‘ve successfully democratised luxury women‘s fashion and beauty,” said Shop Direct CEO Alex Baldock. “Our customers love what gives them and now it‘s time to do the same for men.

“Men also want to buy premium brands but often feel they‘re just out of reach. We‘re going to make premium menswear attainable, so men can soon access those Reiss jeans or that Barbour jacket they want by spreading the cost.”‘s menswear offer will target 26 to 45 year-old aspirational males, a high number of which already shop with Shop Direct‘s brand

Gareth Jones, Group Deputy CEO – who oversees at board level, added: “‘s success has been built on attracting the best luxury brands, helping customers spread the cost and serving-up the right products for visitors through personalisation.

“We‘ve seen that our male customers want premium brands and the market for premium menswear in the wider UK is buoyant. We‘re confident that by continuing to focus on what‘s made successful, our menswear offer will thrive.”

“Months of market research and testing tell us that this is what men want,” added Sarah Curran, MD of


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