Gloucester Renaissance: The Magnificent 7

‘Old school tailoring at internet prices’

Old school tailoring is making a comeback, thanks to the enterprising efforts of a Gloucestershire businessman. Keith Graham first entered the tailoring business in 2008, after spotting a gap in the market in the county. He opened a suit hire company that complemented the bridal outfitters run by his wife Viktoriya. Two years ago, he noticed how trends were changing and decided to make another change. He branched into retail, launching his own range of specially-designed and tailored suits under the brand Morgan DeVere. Now Mr Graham is further expanding his business by launching into what he calls “semi-bespoke” tailoring, after agreeing to become the exclusive Gloucestershire outlet for a range called Etch. The retail side of his business is now going so well that the company’s Northgate Street premises are scheduled for a major overhaul. More space will be given over to the retail operation, with the hire side being put into previously unused space at the back of the store. And so far, the gamble appears to be paying off with orders flooding in for both of his signature ranges. Mr Graham said: “We have been providing people with wedding suits since 2008 and it’s been a hard slog. “Gloucester is a small place and there are two other independent hire-wear stores in the city. “It’s unusual to have three independent outlets in such a small place and we’ve been fighting for that same business. Despite that, we’ve all been doing well. “But in the last few years the wedding business has changed. Whereas once everyone went for the formal hire with black, grey or navy tailcoats, that’s no longer the case.

Keith Graham

“Suppliers started introducing lounge suits, they proved popular and people didn’t want that traditional look. “So, instead of competing with other hire places, we were then competing with a whole host of other high street stores. And the more competition there is, the more you have to compete on price. “I always felt that with better quality I would get more business, but I didn’t appreciate that to a lot of customers it’s not a case of what you get that matters, it’s what you pay.” Having noticed those trends, Mr Graham decided to press ahead with his retail enterprise and focus on investing in the best products he could. He agreed an exclusive deal with Etch that made him the only Gloucestershire-based outfitter to provide the made-to-order suits. Customers can now decide the colours and style of their

92 | July 2019 | www. punchline-gloucester .com

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