Guinness is piloting its first clothing store in Dublin which, if successful, could be exported to the UK.
The Guinness Clothing shop has opened in Grafton Street, the Irish capital’s main shopping thoroughfare, selling a range of upmarket men’s and women’s casual clothes.
The leisurewear is already on sale in duty-free shops at Dublin airport, but this is the first time a retail outlet has been tested. Portland Design Associates has created an easily transferable concept, using natural materials such as stone flooring and copper and oak panels, to communicate the qualities of the Guinness brand.
This concept can be adapted for use in other stores, concessions (where the Guinness range would be sold within a larger store) and in the travel industry.
Guinness has set up a separate department to handle the clothing operation, just as it has a department to co-ordinate its Irish pub concept which it has exported around the world. Mary O’Reilly, manager Guinness Clothing, says: “Since the opening a few weeks ago, there have been very positive reactions from customers.”
Earlier this year Marketing Week revealed how US beer giant Anheuser-Busch and brewer Scottish Courage were launching their own clothing ranges.