It may be something as simple as a contrast stitch, but there’s something about Brook Taverner that appeals to retailers and consumers alike. With over 100 years of heritage behind it and counting, the Yorkshire menswear label is clearly doing something right. And, for its portfolio of stockists – which spans Truro to the Highlands - it’s a brand that can be relied upon to perform season after season.
“There’s something very cohesive about Brook Taverner,” says David McGrath, owner of menswear independent Graham McGrath in Peebles, Scotland. “A customer may come in to buy a Brook Taverner shirt with a purple check, and there will be a jersey in that exact shade of purple that often leads to an extra sale.”
The brand’s appeal is such that it inspires a loyalty among retailers from one season to the next.
“Brook Taverner is the only smarter dressing collection that we continue to carry since we moved more towards becoming a casualwear department,” says menswear buyer Tony Murray of independent department store Harveys of Halifax. “In terms of turnover, it has been my number one brand, performing well alongside the likes of Gant, White Stuff and Superdry.”
And the West Yorkshire-based department store isn’t the only retailer to have noticed Brook Taverner’s wide appeal across the age and consumer demographics.
“A real strength of the label is that the consumer can choose his budget,” explains David McGrath. “There’s no doubt about the quality and the prices are consistently good, but a suit can range from £125 to £400 – that appeals to the young man seeking a versatile suit for weddings and funerals, right up to that tailoring enthusiast who wants something a bit more special.”
According to those at the helm of Brook Taverner, the brand’s point of difference is to evolve season after season to remain firmly – but subtly – bang up to date. Brook Taverner’s roots may be in the midst of pre-war Britain, but its style aspirations are anything but old-fashioned.
“Brook Taverner has been honing its reputation for craftsmanship for more than 100 years but – each season thanks to our keen eye for the fine details of cut, colour and fabric - we also offer a subtle and elegant take on fashion themes,” says Jason Scott, brand owner. “Whether customers are searching for accent pieces in signature colours or a suit that will take them from Bristol to Boston and back again, they will find what they need within the Brook Taverner range.”
Having been established for 92 years itself, menswear independent Wallers shares a certain synergy with Brook Taverner. The west London institution has been stocking the brand for over 15 years and its appeal goes far beyond its cuts and fabrics, as managing director Marcel Plesner explains.
“The brand is popular in store because of its well-fitting garments and good quality fabrics,” he says. “However, it’s popular with us because they have a big stock holding – which is useful for big orders and weddings – and they support us by listing us as a stockist in their brochure.”
“The Brook Taverner team is certainly very pleasant to deal with,” agrees David McGrath. “They look after us and – as all retailers know – that works both ways.”
Discover Brook Taverner’s latest offer at Moda Gent this season on 6-8 August.