Charles Tyrwhitt boss Nick Wheeler said the firm had to rapidly adapt to new styles since the first lockdown in March
Shirt maker Charles Tyrwhitt has been forced to sell more ‘Zoom casual’ clothes to survive the pandemic.
Boss Nick Wheeler said the company, which is best known for selling suits and office shirts, had to rapidly adapt to new styles since the first lockdown in March.
Wardrobes changed almost overnight as millions switched to working from home. New styles included ‘pyjamas on the bottom’ and something ‘quite smart on top’.
Wheeler said: ‘The customer is king, and they decide what they want to do, and you have to adapt.
‘We try to give customers what they want, and if they want Zoom casual we’ll give them Zoom casual.’
Sales of leisurewear have been one of the only areas of growth in retail.
Wheeler said it fared better than rivals such as TM Lewin, which went bust this year, because its custom is 70 per cent online.
In future it will work with landlords to get a ‘fair price’ on rents to keep its stores open. It has about 40 stores, nearly 30 in the UK.
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