Member Article

Charles Tyrwhitt selects centre:mk as first destination in new store roll-out

British menswear brand, Charles Tyrwhitt, has announced that centre:mk Milton Keynes, one of the top 10 retail destinations in the UK, will be the debut location of a new store design that will be rolled out in the UK. Set to open in late August, the 1,455 sq ft store will be located at 27 Silbury Arcade and feature Tyrwhitt’s cutting-edge store format showcasing the brand’s full collection of fine menswear.

Bringing sharp designs to centre:mk’s guests for the first time, the store will include a range of new technological features, including interactive QR codes and engaging digitalised visuals to display the brand’s creative content. One-on-one styling appointments and made-to-measure custom shirt and suit services will also be available, demonstrating Tyrwhitt’s ethos of ‘making it easy for men to dress well’. Charles Tyrwhitt’s new space at centre:mk joins the brand’s customer service and distribution centre in Milton Keynes, further establishing its commitment to the area.

Since the brand’s creation in 1986, Charles Tyrwhitt has strived to supply high-quality British menswear, including shirts, suits, casualwear, shoes and accessories. The brand has also made advances with its ongoing commitment to climate positive projects and has been carbon neutral since the start of 2022. The new Charles Tyrwhitt centre:mk store will feature the brand’s renowned shirt recycling scheme, rewarding customers who bring in old shirts - ‘Tyrwhitt or not’ – with store discounts. The brand’s journey to a more sustainable business aligns with centre:mk’s ambitions to achieve net zero carbon emissions by 2035.

Joe Irons, Chief Marketing Officer at Charles Tyrwhitt, added: “Charles Tyrwhitt has a great fondness for Milton Keynes, particularly as it’s home to the vital engine room of our brand; our distribution centre and customer service teams. We could not be more excited about strengthening our relationship with the city and welcoming customers to shop with us in our first bricks and mortar store at centre:mk. The destination is the ideal location to debut our new store format and we have great confidence that our premium menswear offering will sit comfortably alongside the centre’s other reputable brands.”

This latest addition to centre:mk’s menswear offering builds on the growing demand for guests for a greater range, with sales up 7% on a 2019 like-for-like period between July 1 and 25, and complements Ted Baker, which has recently opened on Silbury Arcade, Hawes & Curtis, and the extensive menswear offer available in John Lewis.

Kevin Duffy, centre:mk’s Centre Director, commented: “Charles Tyrwhitt is the latest well-known retailer to join centre:mk’s Silbury Arcade, the centre’s destination for premium brands seeking to engage with our extensive catchment of affluent and loyal guests. With the return of events, we’re seeing an increased demand for more formal and occasion menswear, making Charles Tyrwhitt the perfect fit. The selection of centre:mk for the brand’s first new store since 2018 is very exciting and we’re proud to welcome its debut retail format.”

Charles Tyrwhitt is the latest premium retailer to join the destination, with the recent openings of Loupe in June and Ted Baker in July.

MMX Retail and CBRE acted for centre:mk. WRC represented Charles Tyrwhitt.

This was posted in Bdaily's Members' News section by Nick Thornton .