After working in the retail trade for 23 years, Neville Armitage has realised his dream of opening his own store.
Founder of Armitage Outfitters, Neville Armitage.
Armitage Outfitters, based in Umhlanga's new Park Square development, is a one-stop-shop for men's grooming and apparel. The new luxury offering includes fashion and accessories from local and international brands, a leather care bar, Aqua Di Parma barber and on-site tailor for alterations.
“Men don’t trawl the malls like ladies do. They find shops they like, and are comfortable shopping in and this becomes their go-to. That’s why I didn’t go into a big mall. Park Square is easily accessible from the street parking or the arcade level parkade and a convenient place to meet for lunches or drinks. We’ve built up a level of comfort where people can get what they need, whether it's clothing, grooming or just advice,” says Armitage.
His experience in the retail industry saw him working with the likes of Edcon and Massmart, first in store, then on planning and buying, and merchandising and training. Having learned the ropes in a corporate environment, Armitage is passionate about training, having been involved in Massmart’s graduate recruitment and development programme.
From suits to socks, cufflinks and shoehorns, Armitage Outfitters is targeting a wide range of shoppers, with prices ranging from premium to affordable.
“With a shave coming in at R100 and a cut and shave starting at R200, it’s not going to break the bank to look and feel good,” says the founder.
“I’ve always wanted a men’s store like this. From my travels, I’ve seen various stores which have inspired me, but I’ve never seen a concept where a guy can get styled up, purchase apparel, get good quality grooming and their tailoring done all in one house,” Armitage concludes.
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