Aquascutum to launch new, expanded menswear flagship on Jermyn Street

Premium British fashion brand, Aquascutum, has agreed a lease with The Crown Estate for a new, extended flagship menswear store on Jermyn Street in St James’s, reinforcing the area’s position as the home of men’s fashion in London.

06 January 2016


The new store, at 106 Jermyn Street, will open in summer 2016 and will continue to be Aquascutum’s only store dedicated solely to its menswear collection.

This follows Aquascutum’s successful re-launch of its menswear brand on Jermyn Street three years ago through a lease with The Crown Estate at 78-79 Jermyn Street.

Anthea Harries, St James’s Portfolio Manager said: “Aquascutum’s re-launch of its menswear brand in St James’s three years ago, and now its expansion into a larger, flagship store, clearly demonstrates Jermyn Street’s appeal as one of the world’s premier destinations for men’s fashion.”

20 new retailers

Since investment in St James's began in 2010

£450m St James’s Market redevelopment

Will create five new flagship stores for premium fashion and lifestyle brands

Mark Taylor, Chief Operating Office at Aquascutum said: “Jermyn Street’s position as one of the world’s leading menswear destinations, as well as the area’s heritage and reputation for high quality fashion made it the perfect location for our flagship menswear store. Working with The Crown Estate on Jermyn Street has been incredibly valuable experience for us, and reaffirmed our belief that this is the only place in London for brands like us with a premium menswear offer.” 

We are investing £500m in our St James’s portfolio which includes around 50 per cent of the buildings in the area. Part of that investment has focused on enhancing St James’s position as an internationally renowned location for premium retail. Specifically on Jermyn Street, this has meant reinforcing the street’s reputation as a globally recognised destination for best in class menswear and accessories.

  • Since its investment began in 2010, we have attracted 20 new retailers to St James’s including Arc’teryx, Barbour International and Tiger of Sweden on Piccadilly, and Osprey on Regent Street St James’s.
  • On Jermyn Street additions have included leading brands like Sunspel and Joseph Cheaney and Sons, reinforcing the area’s reputation for high quality menswear
  • Our £450m St James’s Market redevelopment, a joint venture with Oxford Properties, will create five new flagship stores for premium fashion and lifestyle brands, transforming the retail offer on Regent Street St James’s. The redevelopment also includes seven new restaurants and 210,000 ft2 of offices as part of London’s most exciting new retail, dining and business destination, set to open in 2016.