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APACHE MENSWEAR

Stuart Gordon at Apache Menswear (©AAH/Alan Wright)

Published on 1st December 2024

Last month (Nov 2024 AAH), we featured The Horsham Butchery, which has proved to be an immediate success in the town centre. However, some readers were left wondering what had happened to Apache Menswear, which had occupied the unit for more than 30 years. We caught up with owner Stuart Gordon at Apache’s new home in Partridge Green…

A LITTLE HISTORY...

Apache first opened its doors in November 1993 and quickly established a reputation for stocking the best smart/casualwear for men. Stuart had previously run menswear stores in Crawley, Brighton, Worthing and Eastbourne before settling in Horsham, where he would remain for three decades. After only two years, he purchased the freehold, a decision that helped the business through tough times. So, why make a move now?

‘There are several reasons,’ said Stuart. ‘During Covid, our online sales soared and we greatly improved our online experience, making it easier to browse and buy clothes. By becoming an online retailer, it meant that we would could escape increasing rents and electricity bills, while also eliminating the theft problem. Unfortunately, this had become a common occurrence because of the brands we sell. Prolific offenders don’t even care when they’re caught and it doesn’t seem to stop them. It’s a nastier side of retail and we had reached the point where we didn’t want the aggravation and potential risk that comes with it. After 30 years, it was time for a change. We had initially planned to run the business entirely online before we found a unit on an industrial estate in Partridge Green where we could work the hours that suited us.’ 

A LITTLE BUSINESS…

The move also made economic sense. As the owner of the freehold, Stuart could benefit from renting out the unit in the Bishopric, while still offering a traditional retail experience at a new location with lower rents. He is also delighted to have helped a new business gain a foothold in the town centre.  

Stuart said: ‘I did have a better offer from a vape shop, but I couldn’t have walked around with my held high if I had taken that offer! Gary, Alex and the team at The Horsham Butchery are bringing something different to Horsham and as someone who loves the town, I wanted to support their venture.Many customers used to travel to Apache from further afield and as well as shopping, they would shop at other outlets in the town, have dinner in East Street, or even watch live music at The Rec Rooms or The Capitol. So, it’s nice that another business has come into replace us that also benefits the local economy. The butchers have done a magnificent job in transforming the store and you would never know it had been a men’s fashion shop!’

Retro clothing designs in Partridge Green (©AAH/Alan Wright)

GENTLEMAN’S INFLUENCE…

The new unit opened in September, after a refurbishment that took several months. Many of the brands have been sold at Apache for more than 30 years, with the shop established good relations with designers such as Ben Sherman, Fred Perry, Lyle and Scott, Diesel and Fila. Apache has a strong track record when it comes to identifying new trends. It was one of the first outlets to sell Superdry, which would become one of the biggest fashion brands in the world. Some fads were short-lived, such as the demand for Dready and Eclipse clothing when the rave scene exploded in the 1990s – while others, such as the class-conscious styles inspired by Peaky Blinders, have been more enduring.  

Stuart said: ‘A decade ago, there was demand for “smart casual”. People would come to us before a weekend at Goodwood, looking for a nice shirt, tweed blazer and tan brogues.  So, we introduced a range of stylish blazers and they sold well. We then worked with Mark Darcy (twice named Menswear Brand of the Year at the Drapers Independents Awards), who make quality vintage suits. Of course, Peaky Blinders triggered a demand for Failsworth newsboy caps, which we have sold for many years. There is still strong demand for vintage designs by the likes of Trojan and Gabicci, which is personified in The Gentleman, directed by Guy Richie. Twelve of our 20 best-selling clothing items are by Gabicci, including several worn by characters in the spin-off series of The Gentleman. To celebrate its 50th anniversary, the brand released a range based on vintage designs and they have proved hugely popular.’ 

Retro clothing designs in Partridge Green (©AAH/Alan Wright)

BEAUTIFUL GAME…

There are nods to other sub-cultures too, such as Trojan’s vintage range that evokes Jamaican culture of the 1970s and a nod to the Mods in knitwear by Ska and Soul. There’s still a market for retro sports designers Sergio Tacchini and Fila, with the latter having released a line inspired by clothing once sported by the likes of Wimbledon champion Bjorn Borg. Having shown loyalty to leading brands, Apache is occasionally able to offer something truly unique, as it did through a collaboration with Horsham Football Club last year. 

‘The initial idea came from one of our customers,’ said Stuart. ‘As fans of the Hornets, it was suggested that we designed some sportswear for the club. We approached Sergio Tacchini and they agreed to produce a limited-edition range of T-shirts with the yellow and green stripes of Horsham FC running across them. It didn’t take long for them to sell out, aided by a good run in the FA Cup! Some missed out, so we have a new design being launched next year, with n larger sizes from the more committed members of the club’s fans, The Lardy Army! It’s pretty astonishing for a non-league football club to launch an exclusive range with a leading Italian sportswear designer!’ 

Having come close to becoming an online-only retailer, Apache now offers a similar experience in Partridge Green as it did in Horsham. It remains open on Monday to Friday, 9.30am – 4.30pm, with Stuart joined by long-serving manager Lee Hurst. With shopping habits having changed, as much as 70% of Apache’s sales now come via its website, but many men still prefer a more traditional retail experience. ‘Some customers begged us not to go online only,’ says Stuart. ‘Many people still like to shop the old-fashioned way, looking and feeling fabrics and seeing what works. As we’re not on the High Street, we’re more of a showroom than a shop, but we’ve tried to recreate the experience. People like coming here as it’s a less stressful and they have the convenience of free parking. It is a progressive way of doing things, but it suits us fine after 30 years on the High Street!’

WORDS: Ben Morris / PHOTOS: Alan Wright 

Further information: Visit Apache Menswear at Unit 15, Huffwood Trading Estate, Partridge Green, RH13 8AU 

Tel: 01403 218185 or visit www.apacheonline.co.uk