Menswear retailer Austin Reed has opened its new flagship store on Regent Street, which chief executive Nick Hollingworth described as a “stake in the ground” and representative of the future of the fashion retailer.

The shop at 100 Regent Street opened on Monday opposite Austin Reed’s former landmark premises, which fashion retailer SuperGroup is turning into its flagship, as revealed by The store mixes heritage with a modern twist, according to Hollingworth.

Innovations include bigger fitting rooms with buzzers so that customers can call for assistance and television screens showcasing collections, while the retailer’s history is celebrated with reproductions of old advertising campaigns. The store also features a bar on the second floor.

Hollingworth said: “We’ve been able to make it a real brand flagship. It encompasses the next generation of where the brand is going. It’s much more modern looking and designed in a way to do better customer service.”