Gieves & Hawkes opens new store as it returns to Bath

Frasers Group’s Gieves & Hawkes brand is continuing to expand at retail and has returned to the city of Bath with the opening of a store in the newly redeveloped Shire’s Yard. 

Bath is a key destination for both UK and and international tourists, as well as having an affluent local catchment, so it looks like a strong move for the heritage menswear brand.

The 2 Broad Street store is set across three floors in a prime location at the heart of the city with the company saying the opening is “a significant moment in the brand’s continued celebration of craftsmanship and heritage”.

The space covers 2,085 sq ft and showcases the full breadth of the Gieves & Hawkes offering, from ready-to-wear tailoring and “refined” casualwear to the made-to-measure service for which the label is known.

Managing director Jason Gerrard said of the opening: “Bath is a city where Gieves & Hawkes has enjoyed a longstanding presence and loyal following. The opening of our new store is within the exceptional Shire’s Yard development, and we are privileged to be part of its vibrant community. Our new store represents our long-term commitment to Bath and the Southwest.”

The Bath return is part of an ongoing national expansion strategy. Earlier this year, in a 254-year retail first, the brand opened a store-in-store within Frasers Group’s Flannels flagship in Leeds.

At the time Frasers said the debut “marks a significant milestone in the brand’s history and is a precursor to a wider regional expansion strategy to tap into a desire for craftsmanship, integrity, and authenticity outside of the capital”.

Bath is clearly another step in that journey.