Moss to debut rebrand in Scotland with new Edinburgh store

Moss (the former Moss Bros) is continuing its major rebrand and will “re-enter” the Scottish market on 7 March with a rebranded store in the upscale shopping galleria St James Quarter, Edinburgh.

It’s a strong location for the retailer to kick off its Scottish plans with the landmark destination being located in the heart of Scotland’s capital city.

The 2,372 sq ft flagship store is just the latest in a UK-wide revamp plan that has seen the chain converting its stores to the new name and new look.

In 2023, the brand opened 10 stores under Moss branding, including the Manchester flagship. Now this Scottish flagship takes the brand’s total to 109 stores in the UK.

The new direction sees the store having a “stripped-back” look “to show off the product in a simplified way”.

The dropping of the ‘Bros’ from the name was also part of this with the formerly stock exchange-listed but now privately owned company saying the move “reflects the modern, more diverse, digital, omnichannel retailer Moss is today without losing its heritage. A business that now provides a much broader offer than Hire and formalwear alone”.

CEO Brian Brick said the new site “is a celebration of everything Moss stands for today: modern, diverse and accessible. We’ve leaned into our 172 years of expertise to land our most modern tailoring offer yet, alongside a range of premium casual styles to form a really considered collection. We’re not just a suit brand that sells some casualwear, or vice versa, Moss has transformed into a competitive menswear destination for both occasions and daily wardrobes.”

Central to the store launch is the new SS24 Collection featuring “softened tailoring and relaxed profiles [that] match the energy of laid-back summer living”. 

The offer covers all occasions, it said, including workwear, weddings, races, proms, or black-tie events, with the SS24 Wedding Collection “curated in light fabrics and airy fits”.

Moss said it has also employed “an expert team of local in-store stylists and knowledgeable staff to help new customers discover and enhance their unique style”. The store will also house the ‘Custom Made’ tailoring service, allowing customers to create a bespoke suit.