Ben Sherman reveals London flagship redesign


Ben Sherman is pleased to announce the re-opening of its flagship store at 50 Carnaby Street, London W1 showcasing a new retail concept for the brand. The 1,000sq ft space combines an eclectic mix of textures and materials providing an inviting and greater retail experience for customers.

The store exterior still features the iconic Brown Betty tiles which now frame large windows that open out to the interior of the store. Inside, customers are drawn to a modern white tiled wall featuring a bold neon sign featuring the original Ben Sherman Signature logo. Eurostop technology incorporated into the till-point plays branded content which enhances the customer’s check- out experience. The innovative customer experience will also soon be rolled out to Ben Sherman retail locations in Germany.

At the heart of the store remains the brand’s Shirt Wall featuring a cornucopia of Ben Sherman shirts, taking it back to where the brand began. To complement the interior, neon target design accents and contemporary elements finish the look to give a modern boutique feel to the store.

Talbot Logan, SVP brand management overseeing the global Ben Sherman brand, comments: “Refitting our flagship store represents a new chapter for the brand following the announcement of our partnership with TEAM GB alongside our retail growth across Europe. The UK continues to be one of our strongest markets and it is only fitting that we enhance our flagship in the capital. With this new store concept, we wanted to offer our customers a fully immersive retail experience that not only nods to our heritage but also pushes the brand forward.”

Kevin Stone, goup sales & marketing director at Baird Group, which operates Ben Sherman e-commerce and retail locations in the UK, Holland and Germany, says: “It’s a pleasure for the team at Baird Group to deliver a new flagship concept at 50 Carnaby Street, the iconic street has been the spiritual home of the brand since the sixties. We will continue to drive the brand forward with new partnerships with retailers like Zalando, Next, and The Very Group and the relaunch of, the brand’s German website.”

The Ben Sherman Carnaby store re-opened 11 May 2019.