Simpson of Piccadilly

Simpson Piccadilly was an innovative men’s clothing department store that opened in 1936 in London’s West End. Alexander Simpson (1902–37) developed the store to sell the products of the House of Simpson founded in 1894 by his father, Simeon Simpson (1878–1932), a Jewish tailor and menswear manufacturer. Having launched a range of tailored trousers with a rubberized waistband under the DAKS label, Alexander Simpson was keen to establish a store in central London. He purchased the leasehold of the site in April 1935 and Simpson (Piccadilly) Limited was formed on 17 July 1935 as a private company, with Alexander Simpson as its sole director. On 29 April 1936, Simpson Piccadilly opened in a purpose-built structure spanning Piccadilly and Jermyn Street, with a ground area of 11,000 square feet. The architect was Joseph Emberton, and László Moholy-Nagy was responsible for the visual merchandising and interior displays. In addition to focusing on tailoring and formal wear, Simpson Piccadilly was designed to cater to sportsmen by stocking riding attire, golf suits, plus fours, sports jackets, flannel trousers, and shorts.

Alexander Simpson died in 1937, and Lord Barnby became the chairman of Simpson (Piccadilly) Ltd. In March 1947, Simpson Piccadilly opened a sports equipment department and began outfitting the England cricket team with DAKS trousers and blazers and presenting visiting teams with two free pairs of DAKS whites. Simpson Piccadilly developed similar relationships with sportsmen in golf, tennis and winter sports. In 1962 a new department catering to more youthful fashion opened called Trend for Men, with customers including Mick Jagger, Dirk Bogarde and Michael York. The store started to sell clothes by other designers and brands. In 1991, Japanese licensees Sankyo Seiko Co., Ltd purchased DAKS Simpson Group plc for £65 million. Simpson (Piccadilly) Ltd ceased trading on 30 January 1999 due to the DAKS Simpson Group’s decision to focus the group’s efforts on the DAKS brand.
Sources: David Wainwright, The British Tradition: Simpson – A World of Style (London: Quiller, 1996).