Premium British fashion brand, Aquascutum, has agreed a lease with The Crown Estate for a new, extended flagship menswear store on Jermyn Street in St James’s, reinforcing the area’s position as the home of men’s fashion in London.
The new store, at 106 Jermyn Street,will open in summer 2016 and will continue to be Aquascutum’s only store dedicated solely to its menswear collection.


This follows Aquascutum’s successful re-launch of its menswear brand on Jermyn Street three years ago through a lease with The Crown Estate at 78-79 Jermyn Street.

Anthea Harries, St James’s Portfolio Manager at The Crown Estate said: “Aquascutum’s re-launch of its menswear brand in St James’s three years ago, and now its expansion into a larger, flagship store, clearly demonstrates Jermyn Street’s appeal as one of the world’s premier destinations for men’s fashion.”

Mark Taylor, Chief Operating Office at Aquascutum said: “Jermyn Street’s position as one of the world’s leading menswear destinations, as well as the area’s heritage and reputation for high quality fashion made it the perfect location for our flagship menswear store. Working with The Crown Estate on Jermyn Street has been incredibly valuable experience for us, and reaffirmed our belief that this is the only place in London for brands like us with a premium menswear offer.”

The Crown Estate is investing £500m in its St James’s portfolio which includes around 50% of the buildings in the area. Part of that investment has focused on enhancing St James’s position as an internationally renowned location for premium retail. Specifically on Jermyn Street, this has meant reinforcing the Street’s reputation as a globally recognised destination for best in class menswear and accessories.

Aquascutum (78-79 Jermyn Street, London, SW1Y 6NP)
Or 106 Jermyn Street from Summer 2016.