Austin Reed to relaunch its Regent Street flagship

Renowned menswear retailer Austin Reed has completed the redesign of its Regent Street flagship, a key development in the brand's facelift.

Regent Street accounts for 18 per cent of the chain's total retail space and is central to brand strategy, as the business seeks to increase its exposure overseas, forge licensing agreements and shift away from the difficult UK formal menswear market

Overseas and licensing deals are becoming increasingly important to Austin Reed. The firm recently struck a concession agreement with Indian retailer Shoppers' Stop, which will stock businesswear in up to 13 stores, and last year licensing operations hit£2.2 million.

The£12.3 million refurbishment of Regent Street took 18 months and the work was done by design company JHP. Trading continued throughout the refit.

A central glass atrium was the final element to be completed. Austin's bar, a barber shop and a nine-hole golf course in the basement by the golf clothing range are among the in-store innovations.

A chevron symbol will be introduced to Austin Reed's literature, store flags, carrier bags and labelling this autumn.

'We've put the chevron design into Manchester and are taking it across other elements of the brand,' said marketing director Andrew Woodward.

Woodward, who oversaw the reinvention of the Regent Street store, will be absent from the opening celebrations in September, after leaving to join the ranks of John Lewis as department store marketing director.