Brooks Brothers Welcomes New Sibling Friday

After 16 years on Westport's Main Street, Brooks Brothers will introduce the newest member of its family this weekend — Fleece — in a new location formerly occupied by Crabtree & Evelyn. 

Fleece is a new line of upscale children's wear and accessories that showcases Brooks Brothers new collection for girls and expands upon its boys line.  The brand will have its own stand-alone store located next door to its big brother men's store at 136 Main Street.

According to George Bullock, Regional Sales Manager for Brooks Brothers, the Westport store is one of a handful of stand-alone Fleece locations opening throughout the United States. In a few select Brooks Brothers stores, the Fleece line will be just a small section in the retail mix.  

Bullock says Westport was chosen as a stand-alone location because, "Westport is a strong market for us.  The ladies, mens, and boys wear has always done well here.   The brand itself has a great relationship with Westport so we saw it as a perfect fit."

While Brooks Brothers has long offered the traditional navy blue blazer and button down shirts for boys, Bullock says this is the first time they are dipping a toe into the girls market.  He explained that customer demand was the driving force behind the decision to start a line of clothing just for girls.   In addition to formal and casual dresses, Fair Isle sweaters, and quilted nylon jackets, they've added a navy blue blazer with gold buttons styled just for girls, "So girls can have their own, instead of their brother's hand-me-downs," says Bullock.    

 The boys line also has had a makeover, the collection has been updated to offer streamlined styling and a more modern fit.  Instead of just blazers and khakis, boys can choose from striped rugby style shirts, fleece active wear, and cotton and wool sweaters.   

The Fleece line was designed by high-end children's wear designer, Nikki Kule.  Kule, a mother of two, says that she used her own children and Brooks Brothers traditional fabrications as inspirations when designing the line.  "I watch my own children, to see what they need and what their friends are wearing.  This is how I come up with my concepts for the collection."

 Brooks Brothers is the latest retailer to add their own line aimed at children – both The Gap and J. Crew have extended their brands to include children's wear.   Bullock doesn't see a conflict with GapKids or J.Crew's Crewcuts line, "We think we complement the other brands.  It gives people more options."

Westport's relationship with Brooks Brothers is more than 16 years old.  "The first store at 136 Main Street opened in 1996 and it was originally all menswear," Bullock explains.  "The women's store opened in 1998.  This is a relationship that was built over the years."  With the addition of the Fleece store, the Brooks Brothers family of stores will occupy more than 8,000 square feet of retail space in downtown Westport.

Bullock says that Friday's opening will be a "soft" opening, but hints that a family oriented grand opening celebration geared toward children will take place later in August.