Selfridges Body Studio snaps up Hamilton and Hare

Men’s underwear and loungewear brand, Hamilton and Hare, has announced substantial UK growth plans for 2016.

This spring, the brand will open a flagship store in London’s Marylebone and enter Selfridges with a new collection designed in collaboration with an undefeated boxing legend.

The collection, which will launch in Selfridges’ new Body Studio, will include premium products inspired by British boxing.

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The boxing champion who helped design the range is yet to be named.

Founded by 29-year-old Olivia Francis, Hamilton and Hare has so far sold directly to its customers via its online store, enabling the brand to gain insight into their customer’s needs and habits.

Following the engagement of Oliver Spencer as a business mentor and a successful pop-up store in London’s Royal Exchange over Christmas, Francis took the decision to open her first bricks and mortar space.

Francis has also expanded her range from a unique perspective of a woman designing clothing for men.

Activewear is now an important category for the brand, introduced as the lines between style and convenience are increasingly blurred.

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