In May, T.M.Lewin relaunched its website, where visitors can currently see the legendary British menswear brand’s spring/summer 22 range. This online relaunch has ushered in speculation about what the future may hold for T.M.Lewin.
For example, though T.M.Lewin had a string of bricks-and-mortar retail stores it closed in June 2020, the brand has put out a statement explaining that new physical flagship stores will soon be opened in key locations. So, what else could be in ‘store’ for this much-loved British institution?
T.M.Lewin boasts an impressive history
T.M.Lewin managing director James Kearns has commented in words quoted by Drapers: “For over 120 years, T.M.Lewin has been synonymous with quality, tailored menswear and we are committed to re-establishing its position within the UK and wider international markets.”
Indeed, in July 2022, T.M.Lewin struck a partnership with the esteemed digital marketing agency Climb Online, which started out back in 2015 and, today, works on promotional campaigns for big-name clients including ON24, ICONIC London and Gym King.
Climb Online managing director Michael Bush enthused as quoted by London Loves Business: “The Climb Online team is delighted to be working with T.M.Lewin, a brand which represents such a long and prestigious history.”
T.M.Lewin is now going from strength to strength
Given that the brand has sold 70 million shirts globally, it makes sense that shirts currently make up about 60% of its product offering. Furthermore, Kearns has said that this should approach 70% as T.M.Lewin looks to “rationalise the range but go deeper into the right areas.”
Even then, tailoring and accessorises will remain key aspects of the business. In an interview with FashionUnited, Kearns claims that, overall, trading has been “strong” since the online relaunch, and that customers have become reacquainted with formal fashion.
What else is T.M.Lewin planning?
Kearns has indicated that the company will increasingly emphasise bestsellers — like a white, single cuff twill shirt — and ensure that they remain available at all times. In short, you can be confident that, when you visit the T.M. Lewin website to order a shirt, you will be able to obtain it in little time.
There will also be a focus on suits that can be worn for such significant occasions as work get-togethers and both summer and winter weddings.
Then there are T.M.Lewin’s plans to finally return to the high street after an absence of more than two years. Kearns has explained the rationale for his company’s projected return on this particular front: “With formalwear and tailoring, customers want to try on the clothes, feel the fabric, see what matches with what. So physical stores are really important.”
As for what T.M.Lewin also has in its roadmap, Kearns has revealed: “We’d love to look at rental, made to measure, personalisation, alteration services.” However, he said that a bigger priority in the shorter term was to “elevate the brand quite significantly”.
Given that T.M. Lewin certainly has history on its side, it will be interesting to see how the business continues to develop over the coming months and years.