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Jermyn Street shirtmaker Hawes & Curtis is relaunching as a lifestyle brand, adding new product categories and seeking larger stores.
Over the next three months, the retailer will trial the introduction of countrywear as well as swimwear, chinos and casual shoes, reducing the emphasis on shirts.
The changes will appear in its flagship at 33-34 Jermyn Street, online and in a handful of larger stores to begin with, ahead of a wider rollout if deemed a success.
Entrepreneur Touker Suleyman, who was last week named as a judge on the next series of BBC's Dragons' Den, bought Hawes & Curtis for £1 in 2001. It currently has...