Simon Cheeseman, store manager at Slater Menswear in Norwich, offers valuable insight into what makes their Made-To-Order service a key pillar of the brand’s success. With a 13,000-square-foot store, the largest menswear store in Norwich, Slater Menswear has adapted to the changing demands of its customers, offering a unique blend of choice, style, and personal service. Cheeseman highlights how the store’s flexibility and commitment to customer satisfaction have set it apart in an increasingly competitive retail environment.
Having worked with Slater Menswear for over a decade, Simon’s experience has played a crucial role in shaping the store’s exceptional reputation. Starting with the company at the age of 21, he quickly climbed the ranks, developing a keen understanding of the retail world, customer needs, and the importance of delivering exceptional service. “When I first joined Slater Menswear, I was just looking to make a start in retail,” Simon recalls. “But over the years, I’ve learned so much about the importance of adapting to change and ensuring our service remains personal and attentive.”
The Made-To-Order service has been a game-changer for Slater Menswear. Simon explains,
“Our aim is to provide a completely bespoke experience. We understand that one size doesn’t fit all, and that’s why we give customers the option to tailor their clothing to their specific requirements.”
This premium service allows customers to create suits and shirts to their exact specifications, choosing everything from fabric and fit to intricate details like lapel styles and button finishes.
A particularly popular feature of the Made-To-Order service is the option for embroidery. “We offer personalised embroidery on our suits and shirts, which has been especially popular for wedding parties,” Simon says. “People love having their wedding date or surname stitched into their garments, it adds a unique and sentimental touch.” This attention to detail makes the service highly sought-after, particularly for those preparing for milestone occasions.
Slater Menswear’s Norwich store is one of only three locations out of the 27 in the UK which is offering the Made-To-Order service, alongside Manchester and Glasgow. Given the specialised nature of the process, customers are required to book an appointment online, with each session lasting an hour. This structured approach ensures that every customer receives the time and attention needed to create a garment tailored precisely to their needs.
Beyond its Made-To-Order offering, Slater Menswear continues to cater to a diverse customer base with its extensive in-store collection.
“We have a variety of customers, from young gents in their 20s looking for a sharp suit for a wedding to older clients in their 60s and 70s buying trousers or shirts. Whether someone is shopping for business attire or a formal event, we have something to suit every style and preference,” Simon explains.
While chinos and quarter-zip jumpers remain popular choices from the regular stock, it is the Made-To-Order service that sets Slater apart as a destination for truly personalised menswear.
Another standout feature of Slater Menswear’s offering is the store’s commitment to stock depth and availability. “It’s rare for us to run out of stock,” Simon adds. “If we don’t have a specific style or size, we can usually order it free of charge. We want to make sure our customers never leave disappointed.” The flexibility of the store’s ordering system and its willingness to go the extra mile for customers strengthens its reputation for providing top-notch service.
Simon also highlights the personalised shopping experience as a defining factor. “In many cases, customers come in specifically asking for me. But I always ensure they receive a high level of service from my team, too. I trust my staff to provide the same quality of service I would, and I’m always happy to introduce customers to the staff who I believe can best assist them.” This focus on customer service ensures that clients not only receive the best possible products but also feel supported throughout the purchasing process.
The success of the Made-To-Order service is also linked to the strong relationships Simon and his team build with customers. “Word of mouth is our best form of advertising,” Simon explains. “When you provide an exceptional experience, people will talk about it. They’ll tell their friends, colleagues, and family about us. That kind of positive feedback is invaluable.” This relationship-focused approach has allowed Slater Menswear to establish a loyal customer base in Norwich and beyond.
Looking forward to 2025, Simon is focused on continuing to grow the Made-To-Order service.
“In the first year of offering Made-To-Order, we saw over 60 to 70 completed bookings for suits and shirts,” he says. “We see a lot of movement with trends and events like weddings and proms, so there’s always demand for personalised clothing. We’ll continue to adapt and expand the service to meet these needs.”
The goal is to elevate the Made-To-Order offering even further and ensure that Slater Menswear becomes the go-to destination for custom clothing not just in Norwich but across East Anglia.
The success of Slater’s Made-To-Order service speaks to the store’s ability to adapt to changing customer needs while maintaining a strong focus on quality and service. By offering a bespoke experience, flexible appointments, and personalised details like embroidery, Slater Menswear has set itself apart in a competitive market. For Simon Cheeseman and his team, the future looks bright as they continue to elevate the store and its Made-To-Order offering.