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Men’s Wear Firm Robert Graham Unveils Shop Concept

Robert Graham introduces a new shop concept, inspired by old-world steamer trunks.

Robert Graham hopes to cement its standing with the independent men’s wear retail community by introducing a new shop concept.

This story first appeared in the January 27, 2009 issue of WWD.  Subscribe Today.

The shop, which includes a trunk, two tables, a hanging unit and a rug, is inspired by old-world steamer trunks. It features inlaid paisley-embossed leather on cherry wood, powder-coated metal legs, movable shelves and cubbyholes to showcase the company’s neckwear, cuff links and belts. It is on wheels and can be moved to provide stores with flexibility. The shop can be anywhere from 150 to 300 square feet, depending upon the store.

Touches includes old Singer sewing machine legs on one display table; yarn spools on spindle legs of another table; walls lined with the signature Robert Graham paisley fabric, and a sisal rug with a colorful multiribbon stripe border print with the RG logo.

“We have a list of 24 stores that want it,” said Neal Kusnetz, president. “But we’ll start with around five or six.” The shops are expected to debut in stores for fall.

The new concept is part of a larger rebranding effort at the men’s wear label. Known for its innovative and colorful shirts, Robert Graham has branched out into other categories including tailored clothing, knitwear and accessories. “Price compression has hit the luxury market hard,” Kusnetz said, and the company is hoping that its shirts, which sell for an average of $200, will help retailers buck that trend. Cuff links retail for around $168 and belts are $98 to $228.

The shop was designed by Robert Stock, the line’s designer, and an architectural firm executed his concept.