Online and catalogue retailer Smart Turnout has opened its first
bricks-and-mortar store, in London. The traditional apparel
brand, which trialled a pop-up shop in Selfridges last year,
unveiled its first standalone store within the Princes Arcade at
St James’s. The store, opened in November, is the next step in
the company’s plan to establish itself in the menswear space. It
stocks the brand’s range of bags, bow ties, braces and belts, as
well as watches, socks and cufflinks, alongside knitwear and
outerwear.
Ahead of the foray into bricks and mortar, Smart Turnout, the
brainchild of former Scots Guards officer Philip Turner, launched
a new ecommerce website to improve the customer experience. New
features of the site include a streamlined browsing process by
grouping together product categories, a filter and view process
so users can select items by colour, a new “you may also
like” section, as well as a one-step checkout.
Following its success online, the natural progression for Smart
Turnout was to open a flagship store, explains Philip Turner,
“We have had great success in developing the brand online
and the launch of our very first standalone store is a big step
in bringing our preppy styling to the forefront of London’s
menswear scene.”
Having received praise for its recent department-store debut at
Selfridges London, Turner adds that “the opening of a
flagship store has always been key in taking the brand to the
next level”.
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