suit from a list of options with Mr Graham supplying the measuring expertise. “I do all the measuring and it really is a made-to-order suit, like how it used to be back in the day,” he said. “It’s not full tailoring, but It’s not off the rail either, it’s what we call semi-bespoke and it’s all delivered within a five-week period. “You end up with a measured suit, where you chose your cloth, your linings and all the fittings from £299, which is really outstanding value. “We start with a one-hour consultation to do all the measuring and discuss the style the customer wants. “I am going to start offering booked appointments to customers to ensure that personal
specifications and will be available off the shelf. A three-piece tweed suit will cost a touch less than £200, with Mr Graham taking control of the supply chain by ordering all the styles and sizes he needs. He plans to completely change the look of the store, complete with billiard table, aged leather seats and an old-school Open All Hours-style cash register, to meet the changes of his business. “I didn’t want to be at a supplier’s beck and call, where they can take a popular range out of stock and not be able to sell that to a customer,” he said. “So, I’ve taken control of my own supply. It’s an investment that I’ve made but, so far, it’s proving worth it as the customers are loving what we are offering. “We offer a full tailoring service for our off-the-rail suits to ensure customers enjoy wearing a well-fitted suit that looks great. “Our motto is to provide quality suits with a personal service at internet prices. Our unique selling point is the range of styles and sizes we stock, up to size 60 chest. “We had set modest targets for both the ranges but so far we’ve been hitting three or four times that target in sales. “I took my time before making the change, visiting trade shows and researching the best products before deciding to jump in and it has worked. “The reason is the quality of the brands that we are selling and the personal service everyone talks about, but very few actually deliver.” In an age where independent retailers are vanishing from the high street at a worrying pace, it’s heartening to see a skilled tradesman bucking the trend – and the customers following suit l For more information visit www.morgandevere.com e mail: enquiries@morgandevere.com or call 0800 779 7471
service is guaranteed. “It’s all about making it look special without breaking the bank. It’s complete old-style tailoring and a personal service for internet off- the-shelf prices.”
As well as the Etch range, Mr Graham is also expanding the range of suits he has for purchase under his Morgan DeVere label. A range of his own exclusive tweed suits in numerous colours has been sourced and designed to his own
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