G-Room, an innovative men's lifestyle store, made its debut last week in London's Carnaby Street. The shop sells a variety of brands aimed at men, from grooming products and clothing to must-have electrical gadgets. Founder Michael Pike said: 'Our ambition with G-Room was to create a cool retail format that men understand and where they feel comfortable.' He believes there is a gap in the market for a retailer that services men's grooming needs. The store is designed to resemble a gentlemen's club, with a modern twist. Product is displayed on heavy-duty mechanic's trolleys, while a giant photo of facial stubble acts as a backdrop. A further three stores are set to open by 2006.