Ancient gentlemen’s grooming emporium Geo F Trumper’s Jermyn Street outlet has been temporarily moved to new premises, due to the proposed redevelopment of the Piccadilly end of Jermyn Street. Westminster City Council has endorsed the Crown Estate’s proposal for a 150,000 sq ft mixed use redevelopment scheme known as St. James’s Gateway. The proposal forms part of The Crown Estate’s recently announced investment programme to “raise standards across its significant St. James’s portfolio.”
Pardon us for asking, but how could one possibly “raise standards” in one of the most quintessentially English streets in the country, and arguably the single most important quarter mile for gentlemen in need of superlative shirting, sweet-smelling unguents and aromatic tobaccos? Jermyn Street survived heavy bombing raids during WWII (during which Al Bowlly was tragically killed in his flat there), which makes it seem doubly offensive to inflict further wounds upon this hallowed road.
Long-established Jermyn Street retailers such as Trumpers and Herbie Frogg have been invited to return to the development once it is completed in 2012. Trumpers has temporarily relocated to new premises at No. 1 Duke of York Street, just around the corner from the old shop on Jermyn Street. To emphasise their pluck during these trying times, the barbers at Geo. F. Trumper are inviting Chap readers to enjoy a complimentary head friction massage or hair treatment when booking a haircut.
Geo. F. Trumper, 1 Duke of York Street, Piccadilly, London SW1Y 6JP
Telephone: 0207 734 6553