�old English charm” into the store while creating a space to attract a younger client base and appeal to women. “We’re trying to take it to the next level,” Thakrar told Inside Retail PREMIUM. A simple palette of grey, black, and red has been used throughout, which is offset by wooden shelving, displays, and counter. A digital screen has been introduced, which will display campaign images and a series of more than 100 YouTube clips with tips and tricks for putting together an outfit, including how to match a shirt with a tie, and how to dress for the races. Thakrar says his customer base is highly loyal, and a lot of them have been with him since the beginning. “My clients from 13 years ago are getting older and older, and they’ll continue to be my customers for life, but what I’m trying to attract is that younger customer – they want a cleaner shop, they want a shop where they can come in and get advice.” He says the difference between H+Co and other menswear retailers is that he is always there for his customers, and it is not unusual for him to receive a text with a photo from a customer asking for styling advice. “We’re trying to highlight a modern store with old school service.” Along with the redesigned store, H+Co will this month launch an interactive website, where customers will be able to build a profile containing their sizes, alterations, and purchase history. “We are using the store as a bit of a library, so you can see a range of fabrics, try it on for size, then we offer it in 10 different colours which the customer can browse online.”