Private White VC, the Manchester tailor that dresses Prime Minister Andy Burnham, will open a branch on Savile Row in London's Mayfair district in October.
The company pulled out of London during the pandemic and is now returning to the British capital's historic tailoring quarter.
Founder James Eden confirmed the move, saying "Yes, the rumours are true." The brand is named after Eden's great-grandfather, who won the Victoria Cross.
Burnham connection
Private White VC shot to fame last month when it emerged that Burnham was a client. The Mail on Sunday reported that Burnham had spent more than £1,000 on the label's casualwear, including an £80 T-shirt he wore in his campaign video for the Makerfield by-election.
Eden said the company had experienced its own "Burnham bounce," with traffic to its website doubling in a fortnight. Burnham, a long-standing customer, has visited the company's Salford factory for fittings, though most orders come from overseas buyers online.
Manchester roots
The firm is based in a 173-year-old mill on the banks of the River Irwell, where every piece of its locally sourced clothing is designed, cut and stitched.
"Our big challenge is brand awareness. We're Manchester's best-kept secret, with more known about our business in Munich and Manhattan," Eden said.
High-profile customers
Eden counts Sir David Beckham, the King of Spain, Robert De Niro and Daniel Craig among his customers. He described a typical client as "a man of commerce, well read and informed" who "expects to pay a fair price for a high-quality product."
"People don't buy our clothing because it's expensive. It's expensive because we make it properly. Craftsmanship is increasingly scarce," Eden said.
Eden dismissed criticism over the cost of Burnham's wardrobe, saying: "Whatever your political views, it's surely great when British-made products, British skills and British manufacturing are showcased on the international stage."
