Austin Reed to Relaunch London Flagship

Austin Reed is launching an advertising campaign and a new brand identity to coincide with the unveiling of its refurbished London flagship.

The 32,250sq ft store in London's Regent Street has had a GBP12m makeover that will be completed by the end of August. The advertising campaign, which breaks at the end of this month, will run on London buses, in underground stations, as well as in the Evening Standard and The Times newspapers.

Austin Reed Group chief executive Roger Jennings said: "We have already moved forward in terms of product development and the flagship store is a key element of the continued reposition of the Austin Reed brand." The store will have a sportswear area in the basement featuring a golf putting green, a bar and restaurant area, and a revamped grooming salon.