Menswear retailer Austin Reed is boosting the number of brands it sells at its Regent Street flagship in London, as it strives to become a destination store for men.
Last week, it unveiled a dedicated area selling the Ted Baker Endurance range, the first time Austin Reed has sold the brand.
Austin Reed has stocked other labels in the past, mainly Hugo Boss and Gant, but it is making a concerted effort to become a multi-brand store.
Also joining this autumn are formalwear brands Corneliani, Chester by Chester Barrie, and casual brand Murphy & Nye.
Austin Reed brand director Chris Holmes said the retailer's product was strong, but its 30,000 sq ft (2,790 sq m) London flagship was too big to house just own-brand ranges.
'Our store is going to have the opportunity to become a destination for quality menswear,' said Holmes. The brands are also being introduced at other stores.
Other changes at the Regent Street flagship include moving the womenswear collections from the back of the first floor to the basement level, dedicating an entire floor for ranges.
The basement had previously stocked sports gear such as ski-jackets and sailing clothing. Holmes admitted this had not been a success because it stretched the brand too much. 'We've pulled back on sportswear,' he said.
The initiatives come as chief executive Nick Hollingworth carries out a strategic review of the business.