The company has appointed Kitcatt Nohr Alexander Shaw to help define the new positioning and brand image, following a three-way pitch for the project.
Kitcatt Nohr, which has worked with Charles Tyrwhitt before on its direct marketing account, will also create an in-store and online campaign to support the rebrand.
Charles Tyrwhitt was established in 1986 by entrepreneur Nick Wheeler, and has since become the UK's largest maker of quality formal shirts.
The retailer now has stores in the UK, US, France and Spain, and also operates an online mail order service.
The new flagship store on Jermyn Street will open in 2011, with the brand's new positioning being revealed at the same time.
Marc Nohr, managing partner at Kitcatt Nohr, said: "Our work for other leading retailers gives us a clear understanding of the high street battleground, and should help us to define a brand positioning which clearly differentiates Charles Tyrwhitt from its competitors."
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