The shop will predominantly cater to 20- to 30-year-olds. It will sell a range of own-label fashion, as well as clothing from Burton Snowboards and Belstaff. Male-grooming brands will include Art of Shaving, Lab Series, Baxter of California and Uspa.
The G.room concept focuses on a man's complete appearance and the store will also sell accessories as well as 'must-have' electronic items, books, DVDs and CDs.
G.room founder and managing director Michael Pike plans to open three more stores in the next two years, all clustered around London. 'The male grooming market in the UK has grown from 拢600m to 拢800m in the past two years,' he said. 'We're not just talking about tall, dark men with six-packs any more. We're more interested in the happy-go-lucky guy, who might be a bit tubby.'
Pike is also in discussions with third-party companies, including Lab Series, about joint marketing activity. One option under consideration is a 'stocked in G.room' piggyback promotion.
G.room's launch coincides with Boots' roll-out of its dedicated Men's Zone areas to 80 stores this month (Marketing, 30 June).
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