The retail landscape is undergoing a profound transformation. Once seen as struggling hubs challenged by e-commerce and shifting consumer habits, regional shopping malls are now reinventing themselves as vibrant lifestyle destinations. A key strategy in this evolution is the strengthening of fashion offerings—particularly menswear, a category experiencing renewed growth and diversification.
The latest development exemplifying this trend is the opening of a new standalone menswear store by Rodd & Gunn at Cribbs Mall in the UK. This move signals not just brand expansion, but a broader shift in how shopping centres are positioning themselves to attract modern consumers.
The Headline Move: Rodd & Gunn Arrives at Cribbs Mall
The decision by Rodd & Gunn, a globally recognised New Zealand menswear brand, to open a standalone store at Cribbs Mall marks a significant milestone for both the retailer and the shopping destination.
After initially operating from a concession within a department store, the brand has now committed to a 2,563 sq ft dedicated retail space, reflecting strong local demand and growing brand recognition.
Founded in 1987, Rodd & Gunn is known for its premium menswear collections, including:
- Tailored shirts
- Knitwear
- Denim and trousers
- Footwear and accessories
Its arrival strengthens the mall’s positioning as a fashion-forward destination, particularly within the menswear segment.
Why Menswear? The Strategic Importance of the Category
1. Rising Demand for Men’s Fashion
Menswear has undergone a transformation in recent years. No longer limited to basics, today’s male shoppers are more style-conscious and brand-aware. This shift has led to increased demand for:
- Premium casualwear
- Occasionwear (weddings, events)
- Smart-casual hybrid fashion
Shopping centres are capitalising on this trend by expanding their menswear offerings.
For instance, other UK retail destinations have also prioritised menswear:
- New menswear-focused stores offering tailoring and styling services
- Expanded product ranges combining formal and casualwear
2. Higher Basket Value
Menswear shoppers often spend more per visit compared to other categories. Items such as suits, jackets, and leather goods typically command higher price points, making menswear an attractive segment for landlords.
3. Year-Round Relevance
Unlike seasonal fashion categories, menswear benefits from consistent demand:
- Workwear
- Occasionwear
- Casual staples
This stability helps shopping centres maintain steady footfall.
Cribbs Mall: Building a Fashion Destination
Cribbs Mall is not relying on a single store to elevate its fashion profile. Instead, it is executing a multi-brand strategy aimed at attracting diverse demographics.
Recent Fashion Additions
The mall has welcomed several notable brands, including:
- AllSaints
- Animal
- International and high-street fashion retailers
These additions complement established names like Mango, H&M, and River Island, creating a balanced retail mix.
Strong Performance Metrics
The strategy appears to be working:
- 4.5% growth in fashion turnover (2025)
- 26% increase in domestic tourists
- 13% growth in Gen Z shoppers
These figures highlight the effectiveness of targeted retail curation.
The Role of Experience in Modern Retail
Beyond Shopping: Creating Destinations
Modern malls are no longer just places to shop—they are destinations offering:
- Events and entertainment
- Dining experiences
- Social spaces
Cribbs Mall’s Fashion and Beauty Weekender is one example of how experiential retail drives engagement and footfall.
Aligning with Consumer Expectations
Today’s consumers—especially Gen Z—value:
- Experiences over transactions
- Personalisation
- Brand storytelling
Menswear brands like Rodd & Gunn, with strong heritage and lifestyle positioning, align well with these expectations.
A Wider Retail Trend: Fashion-Led Revitalisation
The move at Cribbs Mall is part of a broader industry trend: using fashion as a catalyst for retail regeneration.
Examples Across the UK and Beyond
- A major new Primark megastore has opened in Epsom, becoming an anchor tenant and boosting footfall
- Global brand Uniqlo is expanding into new regional locations, replacing legacy retailers
- Shopping centres are increasingly signing fashion brands to attract younger audiences
Contrasting with Store Closures
While some retailers are expanding, others are contracting:
- Over 2,000 stores are expected to close in 2026 due to industry shifts
This contrast highlights a key trend:
👉 Only high-quality, experience-driven retail destinations are thriving
Why Regional Malls Are Winning Again
1. Accessibility and Convenience
Cribbs Mall benefits from a strategic location near major transport routes, making it accessible to a wide catchment area.
2. Tourism Growth
Domestic tourism is playing a crucial role in retail recovery, with more consumers choosing local shopping destinations.
3. Curated Retail Mix
Successful malls are focusing on:
- Complementary brands
- Balanced categories
- Unique offerings
Menswear is a key component of this mix.
The Brand Perspective: Why Rodd & Gunn Chose Cribbs
From a retailer’s standpoint, selecting the right location is critical.
Key Factors Behind the Decision
1. Proven Demand
The brand’s successful concession performance demonstrated strong customer interest.
2. High Footfall
The mall attracts visitors from across multiple regions.
3. Target Demographics
A growing base of younger shoppers aligns with the brand’s expansion goals.
4. Premium Positioning
Cribbs Mall offers an environment suitable for a flagship-style store.
The Future of Menswear in Shopping Centres
Personalisation and Services
Expect more:
- In-store styling consultations
- Custom tailoring services
- Personal shopping experiences
Omnichannel Integration
Retailers are blending online and offline experiences:
- Click-and-collect services
- In-store digital tools
- Seamless returns
Sustainability Focus
Modern menswear brands are increasingly prioritising:
- Sustainable materials
- Ethical production
- Transparent supply chains
Challenges Ahead
Despite positive momentum, challenges remain:
1. E-commerce Competition
Online shopping continues to grow, requiring physical stores to offer added value.
2. Economic Pressures
Cost-of-living concerns may impact discretionary spending.
3. Changing Consumer Behaviour
Retailers must continuously adapt to evolving preferences.
Expert Insight: The Importance of Adaptation
Retail experts agree that adaptability is key. Shopping centres that:
- Invest in fashion
- Curate strong tenant mixes
- Enhance customer experiences
…are far more likely to succeed in today’s market.
Conclusion: A Strategic Boost to Fashion Credentials
The opening of a new menswear store at Cribbs Mall is more than just a retail expansion—it is a strategic move that reflects the future of shopping centres.
By investing in premium menswear, the mall is:
- Strengthening its fashion credentials
- Attracting a broader customer base
- Positioning itself as a leading regional destination
