LONDON — After almost seven years at the same address on Regent Street, Gant has crossed the road and moved into a space formerly occupied by Hugo Boss.
The new store, at 184-186 Regent Street, spans 4,449 square feet across two floors and is located between Hamley’s toy store and Kate Spade.
Gant chief executive officer Patrik Nilsson said he prefers the new location, called it the “sunnier side of the street with 60 percent more traffic.”
He also said the new location was a better space, adding that 60 percent of the products stocked in the store had been selected based on research the company had conducted.
The brand has implemented a new store concept, shifting from an “American lifestyle” to a more “cosmopolitan and sophisticated” aesthetic, with plans to roll out the same approach to its other locations globally. The store’s interiors include movable oak furniture and brass fixtures, with the aim of giving it a more contemporary appeal compared with the previous setup, which was fixed.
“We’ve used the oak cut, which is also taken from the history we have,” said chief marketing officer, Brian Grevy.
“But we also wanted to have a space that was smart. Actually the science behind going into this new concept was really about having one continuous journey, so we’ve used a lot of insight into how the consumer behaves, how they shop,” he said, adding that there’s more “power merchandising” while the storytelling remains. “But it’s really about bringing all of them together. We believe that this has potential to evolve.”
Nilsson recalled that when he joined the company, the label was very brand-centric, and now the aim is to make it consumer-centric, gearing the label towards customers’ different activities. The store currently houses the full lineup of the House of Gant, Gant Diamond G and Gant Rugger and includes apparel, accessories and homewares for men, women and kids.
Nilsson said shirting, knitwear, outerwear and jerseys are among the bestsellers and have a 6 percent like-for-like growth driven by e-commerce.
The company is currently working on a new global brand campaign that will launch next year. In addition, it plans to expand on its tech shirting range. Nilsson said that the company is keeping in step with the ath-leisure trend, and has designed the brand’s preppy shirt in soft, breathable fabrics.
Launched in 1949, Gant has more than 750 stores with 14 stores in the U.K. and is carried in retailers including John Lewis and House of Fraser in over 70 markets.