TM Lewin has added a social networking area to its website to try to reach new customers and bolster its international presence.

Off the Cuff answers customers’ questions and has advice on how best to look after clothes. It also has video tutorials including how to iron a shirt and how to tie a bow tie.

The formal menswear specialist, which has 77 UK stores, said 18% of its sales come from online. Half of these orders are from international customers. It is seeking further ways to expand its online offer, including a possible click-and-collect service.

TM Lewin chief executive Geoff Quinn said: “We have visitors from over 60 countries and this [site] is a great way to talk to them.”

Off the Cuff was developed by Fresh Networks. It is targeted at male customers but there are plans to cover womenswear in the future.