Engelska Herr has provided the people in southern Sweden with tailored clothing for the latest 100 years. With two new owners in the lead, the store have during the latest years being revitalized, with focus on keeping the heritage and delivering a completely new in-store and online experience.
The store was originally founded by the two ladies Lena and Margareta in 1906 under the name Engelska Kravatt. At that time period, the store presented cravates inspired by British fashion. It was later sold on to Sven Nilsson during 1957 where they moved to the current address at Djäknegatan 22 in the central parts of Malmö. Engelska Herr was founded where focus changed to sell men’s clothing and presentend native brands and later on presented international brands such as Mulberry and Yves Saint Laurent.
In December 2013, two young entrepreneurs by the name Wilhelm Sturesson and Axel Persson bought the store and started a total makeover and a new strategy for the digital sphere. The duo renovated the store with the heritage of the brand in mind, and added a completely new presentation for the assortment. They kept the earthy color schema of blue, grey and beige of the assortment that were hanging on the walls, and replaced stiff and padded jackets with unconstruced shoulders and softer materials.
The old Swedish, German and English brands are now sharing shelves with fashion and tailored clothing from Italy. Instead of just adding big and well known brands, the company have changed its focus to find brands with their own specialty. A few of these added brands are Frank Clegg, Eidos, The Bespoke Dudes Eyewear and Buttero which gifts perfectly with their new vision.
We wanted to re-new and rejuvenate the store – Wilhelm Sturesson
The basement of store, where the old storage was located, have been renovated to give room for the new made to measure initiative under the name of Baltzar Sartorial. The room itself is decorated to offer the customer a secluded area where they have the opportunity to be alone, take a coffee or just look through their collection of fabric swatches.
Engelska Herr is still a haberdashery for men’s clothing, but also an institution for fashion with events and trunk shows from interesting brands. A customer should still be able to fetch the navy suit and a crisp white shirt for the office, but also smaller and specialized brands and unique offerings in store and online. The online part of Engelska Herr is the new core in the company and is located on the newly founded webshop Baltzar. The name Engelska Herr has lived on since the take over in 2013, but changes will be made during 2017. Later this year, the name will be changed to deliver the full experience of their new vision under the Baltzar branding. In addition to this, another store will be merged into the Baltzar concept. The store Richard Gelding is located on the famous streets of Mayfair, 27 North Audley Street in London. This store will tie together the concept internationall
Made to measure – Baltzar Sartorial
I had the opportunity to visit the newly renovated store last summer and decided to commission a suit through their new made to measure service, Baltzar Sartorial. During my visit, I had the honor to meet Max Söderberg which is Engelska Herr’s made to measure specialist. Max have worked with tailored clothing since long and belongs to one of the most experienced specialist within this area in Sweden. With that said, my expectations became a bit higher due to his long experience and knowledge.
I had a vision to create a grey four season double breasted suit, and something that was formal enough to wear at the office, but also light enough for warmer summer days. My decision fell for a tropical wool fabric from Fratelli Tallia di Delfino with a weight around approx 260-280 grams. It was not too heavy, or too light but it was still a bit more orientated for spring and summer. The final result of the suit will be presented in part two of this article that will be posted in the upcoming weeks. Until then, feel free to browse around on Baltzar for some spring and summer inspiration.