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E. Tautz to open first flagship premises in London's West End

English label known for its sporting and military wear will debut its new retail store in the Mayfair neighbourhood

By Andrea Tim | Published: 30 Jun 2014

E Tautz flagship
Photo: Tim P. Whitby/Getty Images

E. Tautz is to open its double-storey flagship store on Duke Street, Mayfair, London by this September, according to its creative director, Patrick Grant.

"We have been growing and building the brand for five years now, and have been wholesale in different places as well as having an online presence... it's the right time for us to have our own store," Patrick said.

The British label, famous for its sporting and military traditions – think hunting breeches and uniforms – was founded in 1867 by tailor Edward Tautz, and was then acquired by bespoke tailors Norton & Sons of Savile Row in 1968. Patrick came to head Norton & Sons in 2005, launching a ready-to-wear collection in 2009.

"The collection will be much bigger. There will be more suiting, more knitwear as well as more accessories like ties and socks. There will also be a made to measure service downstairs, which is a first for us," Patrick explained. Provided that the Mayfair store is a success, E. Tautz plans to expand further to other places in the UK.


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