CORDINGS of Piccadilly, the traditional gents’ outfitter rescued from collapse by the rock star Eric Clapton three years ago, is about to record its second year back in the black.
Clapton, known for his dapper style and one of the store’s most enthusiastic customers, bought a half-interest in 2003, along with the current managing director, Noll Uloth.
At the time the store, which was primarily known for outfitting the hunting, shooting and fishing fraternity, was losing about £200,000 a year.
Clapton admits that he had a “Remington moment” on hearing of its plight and decided to invest — a reference to Victor Kiam, the entrepreneur who in advertisements said that he liked the razors so much he bought the company.
“I had walked past Cordings for many years admiring the styles,” Clapton, Slowhand to many of his fans, recalled, “until eventually I went in and found that the cut of the jackets fitted me perfectly.”
Initiatives have included a women’s line, started because Clapton’s wife found it difficult to find decent things to wear in the country, and a website. The directors are now looking at the possibility of a franchise in Japan and a new London store. Cordings has been in Piccadilly since 1839.
Mr Uloth said: “There was a very wide but flat pyramid of stock. We’ve reduced that significantly and that has enabled us to have a better stock that does sell. We’re a more contemporary clothes shop that tends towards shooting rather than a hunting, shooting and fishing shop where you can buy other things as well.”
