by Stephen Garner

British bespoke tailor Thom Sweeney is making some improvements to its business, even amongst a pandemic. In fact, the brand opened a new “tailoring townhouse” last month at No.24c Old Burlington Street, in the heart of London’s Mayfair neighborhood, and is now launching its first e-commerce website.

The site—which launched last week— features the breadth of the brand’s sportswear collection as well as tailored clothing, accessories, and footwear. It integrates closely with the company’s bespoke tailoring and made-to-measure customization services, which is at the heart of Thom Sweeney since its founding in London in 2009. The launch of the site also coincides with the new autumn/winter ‘20 collection which is also available at the boutique on West Broadway in SoHo. 

As for its four-story London townhouse, Thom Sweeney brings its two existing West End stores under one roof for the first time. With a bespoke tailoring workshop, fitting rooms, made-to-measure lounge, and ready-to-wear collection on show, plus a clubroom and barber’s shop, the 3,100 square foot store brings an elevated new retail experience to the capital’s West End.

Customers enter through the townhouse’s elegant front into a showroom dedicated to Thom Sweeney’s ready-to-wear collection; with tailoring, casualwear, shirts, and knitwear on display. A custom-built bar enables this floor to transform easily into an event space when required. A shared courtyard with Buck’s Club, the iconic Mayfair member’s club, is also accessible from the ground floor.

The first floor showcases more of the ready-to-wear collection, and offers a consultation space for made-to-measure customers, with elegant mid-century furnishings, a bespoke snooker table, custom Thom Sweeney mannequins, and galvanized clothing rails lining the space. At the top of the townhouse’s staircase, lined with artworks curated by neighboring Mayfair galleries, the third floor hosts a lounge area for customers to socialize and feel at ease. A second polished marble bar and custom-made leather sofas lend the space a sophisticated, masculine look and member’s club feel.

Beneath the three upper stories, the townhouse’s lower ground floor hosts Thom Sweeney’s bespoke workrooms; home to the company’s team of cutters and coatmakers. A sizable cutting board sits at the center of the room, which is lined with tailors’ sewing machines and steam irons. To the rear, a consultation table and bespoke cabinet stocked with tailoring fabrics offers a dedicated space for customers to place orders. The floor is designed to feel seamlessly connected; clients are able to watch their suits take shape in the workshop, and tailors can jump between their workstations and fitting rooms with ease. Finally, a vaulted rear chamber has been converted into Pankhurst London’s new barbershop, with two trademark custom-made Bentley barber’s chairs for customers to relax in. The full suite of Pankhurst’s luxury grooming services are available, from haircuts to wet-shaves, adding to the prestige of this new, luxurious retail destination.

“The townhouse marks the start of an exciting chapter for Thom Sweeney,” said co-founder, Thom Whiddett. “We’re excited to have moved onto Old Burlington Street, bringing fresh energy to neighboring Savile Row – an address that’s synonymous with Great British tailoring. We’re also thrilled to present a modern vision for a tailor’s shop, with space to unwind as well as to meet our team and browse the collection. This new store is as much a home away from home for our customers, as it is a hub for bespoke tailoring.”