// Hawes & Curtis branches out to loungewear in response to Brits working from home
// The retailer said customers are now more likely to purchase casual apparel
Hawes & Curtis has launched a loungewear collection for the first time in response to consumer demand during the Covid-19 pandemic.
The retailer, which is recognised for its formalwear, said customers are now more likely to purchase casual apparel, given that many are working from home due to restrictions.
The collection, which launched earlier this week, includes hooded sweatshirts, crewneck sweatshirts, sweatpants and T-shirts.
“During this difficult time, we listened to our customers. We know how important it is to be adaptable and to understand the changing needs of our customers,” Hawes & Curtis chief executive and owner Touker Suleyman said.
“Made from environmentally-friendly organic cotton, our loungewear collection offers great design, great quality and great value.”
The millionaire owner and Dragon’s Den star said in late 2017 that Hawes & Curtis was set to close its London stores in High Street Kensington and Oxford Street.
Despite margins being battered by rising rent and business rates prices, Hawes & Curtis opened a store on London’s Tottenham Court Road in the same year.
Hawes & Curtis currently has 25 stores in the UK – all of which remain shut due to lockdown – and one store in Germany.