THE SHIRTELIER.

I was enjoying a drink at the cocktail bar in Soho House,  London a few years ago.  What I noticed was,  the experience was so seamless and enjoyable, mainly due to an amazing barman.  He had total command and knowledge over the bar and its operation.  The service was totally in tune with the customers. He knew when a drink needed refreshing, but also when to leave well alone.  He gave advice on drinks, and gave the impression of loving his work. I could have stayed there for hours.  And it inspired me to create a similar thing for our Shirt Bars. 

I conceived of and created the unique  Shirtelier role,  to totally enhance the experience of choosing and buying a shirt from the Shirt Bars.  

They looked different to the rest of the store staff, and they created a level of aspiration amongst the team. The Shirt bars had bespoke packaging and a level of service that allowed the customer to make informed choices