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Brief Published: 22 Oct 2013

Brooks Brothers to Launch Steakhouse

Extra

Brooks Brothers – the oldest menswear retailer in the US – is set to launch a New York steakhouse called Makers and Merchants. 

Due to open by next summer, the brand is currently converting a 15,000 sq ft, three-storey space just around the corner from its flagship store for the new venture, according to American publication the New York Post. If successful, more steakhouses could be opened across the US.

Founded in 1818, Brooks Brothers made its name selling classic men’s tailoring – making the traditional, male-centric steakhouse the perfect fit for the brand’s identity. Food is a great vehicle for non-food brands to raise their profiles, offer sensory experiences and retain relevance in a multi-channel era.

For more on the benefits of branching into hospitality, see Retailer-Restaurants and Dunhill’s Dining Concept, Beijing

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