London-based multi-brand retailer Jermyn Street 1664 opened its first North American location late August in Calgary, and it plans to open several Canadian locations over the next several years. The unique retail concept will address the designer ‘middle market’ according to its head of marketing, Jamila Saidi.
The retailer “aims to capture the essence of the internationally renowned street, known for its high quality British artistry and craftsmanship”, carrying a variety of sophisticated ‘accessible luxury’ brands which address the ‘mid-market’, according to Ms. Saidi. Jermyn Street 1664 carries shirts, suits, footwear and accessories for men and women, from brands such as Hawes & Curtis, Grosvenor London, and Barker. Customer service will exceptional, according to Ms. Saidi, fostering customer loyalty and repeat business.
Jermyn Street 1664’s first Canadian location, measuring about 1,650 square feet, opened at the end of August on the third level of downtown Calgary’s The CORE shopping centre. Ms. Saidi revealed that the retailer will look to eventually open locations in Vancouver, Edmonton, Toronto and Montreal, as well as possibly in other Canadian cities. Locations where professionals ‘dress up’ are key, and the retailer will evaluate the Canadian market as it expands.
Ms. Saidi explained how the store concept will reflect London’s iconic Jermyn Street, featuring eye-catching displays and carrying a variety of brands, including some heritage brands with royal warrants. She explained royal warrants specifically and how in order for a brand to obtain one, it must have been a supplier to a member of the British Royal Family (The Queen, Prince Phillip or Prince Charles) for at least five years.