Richard James opens London sportswear brand store in Soho

By

Sandra Halliday

Published
Jul 23, 2020

Savile Row tailor Richard James has opened a store not far away from the storied luxury menswear street but the new location is dedicated to the still-new Richard James London sportswear sub-brand.

The new store is in Soho on Noel Street, which is a good fit for a more casual label. The shop covers 1,100 sq ft and stocks the collection that ranges in price from £55 for a T-shirt to £275 for a lightweight mac. The RJL offer also includes hoodies, gilets and trackpants.

The company has been planning the Richard James London launch for several years and the recent lockdown may have delayed the store’s opening, but the company had the collection ready to go live online ahead of the pandemic.

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Co-founder and MD Sean Dixon said this meant the firm could make the most of the shift online in recent months and that its overall online sales doubled in the space of a week. 

The availability of loungewear pieces at a time when consumers were very focused on casual and comfortable clothing would have been key during the lockdown, especially as the more formal clothing for which Richard James is best known was off the wishlist for many e-shoppers.