Gieves & Hawkes opens strategic new store in Bath as part of national expansion.

Frasers Group's Gieves & Hawkes brand is continuing its retail expansion by returning to Bath with the opening of a store in the newly redeveloped Shire’s Yard. The move is considered highly strategic for the heritage menswear brand, as Bath is a key destination for both UK and international tourists, and boasts an affluent local catchment area.

Located at 2 Broad Street, the new store spans three floors in a prime location within the city centre. The company stated that the opening represents "a significant moment in the brand’s continued celebration of craftsmanship and heritage." The space covers 2,085 sq ft and showcases the full breadth of the Gieves & Hawkes offering, which ranges from ready-to-wear tailoring and refined casualwear to the made-to-measure service for which the label is renowned.

Managing director Jason Gerrard commented on the new location, stating: “Bath is a city where Gieves & Hawkes has enjoyed a longstanding presence and loyal following. The opening of our new store is within the exceptional Shire’s Yard development, and we are privileged to be part of its vibrant community. Our new store represents our long-term commitment to Bath and the Southwest.”

The return to Bath forms part of a larger national expansion strategy for Gieves & Hawkes. Earlier in the year, the brand made retail history by opening its first store-in-store concept within Frasers Group’s Flannels flagship store in Leeds, marking a first in its 254-year history. Frasers Group noted at the time that the debut signified a milestone and served as a precursor to a broader regional strategy to meet the demand for "craftsmanship, integrity, and authenticity outside of the capital." The new Bath store is a clear progression in this journey.