To commemorate the opening of his original store in New York, Ralph Lauren is redefining his vision of men's high fashion by launching an exclusive men's store in the same space. He has renovated and restructured his original fashion address Madison Avenue's magnificent Rhinelander mansion to cater to his male clientele and treat them as in a special gentlemen's club. In fact he is moving his women's brand and home products to another venue right across the streets.

In the new store Lauren has expanded the selection of designs and is putting special focus on custom and made-to-measure clothing and accessories. The revamped store will also treat customers to special butler services. Lauren has created a space where he wants his male clientele to luxuriate in elegant surroundings, relax with a beverage, and learn about on the finer points of style, and dress themselves accordingly. The USP of the store will not just be the bespoke tailoring but also the kind of style education and personalized service that his staff will provide the clients. According to Lauren who spoke to RobbReport, in the new store his staff will give you guidance on the right fit, the right shirt collar and tie width. In short he is showing men how they can wear something in unexpected ways.

Lauren has upped the ante by introducing special collection that takes off on Savile Row tailoring. The new store will cater to best customers with meals served by butlers as they try out designs, invitations to special events, private shopping nights, chauffeur-driven pick up and drop service as well as in-home consultation, advice on seasonal wardrobes, make alterations, or reorganize closet space.