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Published
May 15, 2019
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Ben Sherman unveils refreshed Carnaby Street store

Published
May 15, 2019

Ben Sherman’s flagship store on London’s Carnaby Street has been redesigned to signal the brand’s entry into an “exciting” new chapter marked by retail growth, new partnerships and expansion into new markets.


Ben Sherman


The British shirt brand said the refitted flagship store at 50 Carnaby Street showcases a new retail concept that will be soon rolled out to its locations in Germany.

The 1,000-square-foot space offers a “greater retail experience for customers” by combining an eclectic mix of textures and materials, advanced point-of-sale technology and bold design accents, such as neon sign featuring Ben Sherman’s signature logo.

Large street-facing windows open out to the interior of the store, and inside customers are drawn to a modern white tiled wall. Eurostop’s EPOS technology has been incorporated into the till-point, with a multimedia rear display playing branded content to enhance the customer’s check-out experience.

At the heart of the store is the brand’s Shirt Wall, showcasing the label’s signature style and expertise.

Talbot Logan, SVP of brand management, commented: “Refitting our flagship store represents a new chapter for the brand following the announcement of our partnership with TEAM GB alongside our retail growth across Europe. The UK continues to be one of our strongest markets and it is only fitting that we enhance our flagship in the capital. With this new store concept, we wanted to offer our customers a fully immersive retail experience that not only nods to our heritage but also pushes the brand forward.”


Ben Sherman


As part of a new strategic plan, Ben Sherman is looking to expand its presence in Europe through a variety of initiatives, including joining Italian menswear show Pitti Uomo in June, returning to the Spanish market with a local partner and opening new standalone stores.

Kevin Stone, group sales and marketing director at Baird Group which operates Ben Sherman ecommerce and retail locations in the UK, Holland and Germany, commented: “It’s a pleasure for the team at Baird Group to deliver a new flagship concept at 50 Carnaby Street, the iconic street has been the spiritual home of the brand since the sixties. We will continue to drive the brand forward with new partnerships with retailers like Zalando, Next, and The Very Group and the relaunch of Bensherman.de, the brand’s German website.”

“It’s truly an exciting time for the Ben Sherman brand and in support of the planned European expansion, the brand will exhibit at Pitti Uomo 96 in Florence and at Seek in Berlin, along with regional trade shows within the UK.”

The brand has also recently announced a partnership with PRS Foundation’s ‘Momentum Music Fund’ to showcase new music talent through a series of live events and in-store performances.

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