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Media sets sights on premium menswear market

April 28, 2016, Shop Direct’s online luxury fashion retailer, is set to unveil a premium menswear offer in autumn/winter 2016, with brands like Barbour, Kenzo and Aquascutum already having signed up for the launch.

The retailer, headed by British Fashion Council patron Sarah Curran MBE, wants to make premium menswear brands accessible to more people in the same way it has for women’s luxury fashion and beauty since its launch in February 2015. will count J Lindeberg, Vivienne Westwood and Hackett amongst its list of premium menswear brands and include magazine-style editorial content offering fashion advice and product recommendations for visitors to the site. Former ASOS Premium Menswear Buyer and Coggles Head of Retail Adam Jagger was recently appointed to lead the menswear offering, which will focus on men’s clothing, footwear and accessories.

Customers can draw on Shop Direct’s credit offer, which includes ‘Take 3’, to buy premium menswear brands on Take 3 allows shoppers to spread the cost of their purchases across three monthly, interest-free payments. also offers a credit account with a representative APR of 18.9%.

The retailer launched last year with over 150 luxury womenswear and beauty brands, including Whistles and Marc Jacobs. The unveiling of menswear will be an important milestone for It will also establish a range of new womenswear partnerships, like with the Kendall & Kylie shoe collection; sponsor London Fashion Weekend for the second consecutive year, and target 100 new products on the site each week over the coming 12 months.

Alex Baldock, CEO at Shop Direct, said: “We’ve successfully democratised luxury women’s fashion and beauty. Our customers love what gives them and now it’s time to do the same for men.

“Men also want to buy premium brands but often feel they’re just out of reach. We’re going to make premium menswear attainable, so men can soon access those Reiss jeans or that Barbour jacket they want by spreading the cost.”’s menswear offer will target 26 to 45 year-old aspirational males, a high number of which already shop with Shop Direct’s brand

Gareth Jones, Group Deputy CEO – who oversees at board level, commented: “’s success has been built on attracting the best luxury brands, helping customers spread the cost and serving-up the right products for visitors through personalisation.

“We’ve seen that our male customers want premium brands and the market for premium menswear in the wider UK is buoyant. We’re confident that by continuing to focus on what’s made successful, our menswear offer will thrive.”

Sarah Curran MBE, Managing Director of, said: “Through what we’ve built at – a stylish, premium retail brand with a curated, accessible customer offer – we’ve been able to attract some outstanding premium menswear brands for our launch in autumn/winter.

“It’s testament to how far we’ve come in just a year. By entering this exciting new phase, brands will benefit from access to an aspirational, male customer base who may not have been able to buy their brands before. Meanwhile, our male customers will be able to shop in a stylish, premium and content-rich online environment, which includes the latest style advice and trends.

“Months of market research and testing tell us that this is what men want. We can’t wait to see the reaction when we unveil our menswear offer.”