Menswear retailer Moss is focusing heavily on its physical stores over the next couple of months with plans to refurbish and upgrade six of them in the next eight weeks and to open a new one as well, despite the challenging retail landscape.

The company that was formerly known as Moss Bros said it has had a strong financial start to the AW24 season as it undertakes the revamp works at five of its key locations (a sixth has already reopened) with the brand new store debuting in London Victoria next week.

This comes after the company has opened a number of new shops in prime locations already this year, including Edinburgh, Gloucester Quays and Bluewater. 

The latest expansion covers stores from the Newcastle Metro Centre to Cambridge, Salisbury, Uxbridge, Rushden lakes, and Winchester and will take its total store count to 114 by December. 

The new London Victoria store will cover 2,173 sq ft over two floors and “will showcase an innovative retail concept that combines modern design with timeless elegance, in line with the brand’s new direction”. 

The company is clearly doing well against a tough backdrop and said that it’s succeeding by “proving that adaptability and innovation are key to thriving in today’s market. As other retailers shutter stores and downsize operations, Moss has boldly evolved its identity, embraced the challenges of modern retail and came out stronger”.

It also said it has solved the problem faced by many legacy brands and “successfully repositioned itself to meet the demands of a new generation of consumers. The company’s transformation – marked by its rebranding from Moss Bros to simply Moss – signals more than just a name change. It’s a reflection of the brand’s fresh, forward-thinking approach to menswear”.

Head of Retail Ally Ewen said: “We’ve embraced change, adapted our collections and invested in a passionate team that brings energy and innovation to everything we do.”