Family-run by two Brummie brothers,Jamie and Jordan, No.50 has made its home in the heart of the city on Pinfold Street.
Jordan has worked in the industry for 20 years, working his way up through the ranks in retail since the age of 18 as a sales assistant, onto visual merchandiser and then becoming a menswear buyer. While Jordan was climbing the retail ladder, Jamie studied at Birmingham Institute of Art and Design igniting his passion for creativity.
With their passion for fashion and creativity the brothers joined forces, however in the unconventional way they started up No.50 Birmingham as an online retailer back in 2011. “We were helping other independent retailers get online as well, helping them sell some of their products and clothes. We then started to quickly build our own brand and profile.” Jordan said.
Opening a bricks and mortar store in Birmingham sort of happened “overnight” for the two fathers. Jamie stated “We just transformed really quickly. For us, this was always on the horizon. It was just a question of when the time was right and finding the perfect location in our hometown. We fell in love with the Pinfold St unit straight away, the exterior had charm, a very traditional look and feel. The location being sandwiched between the new Grand Central development and the beautiful architecture of Victoria Square really hit home with us. It was really personal to us to create a vision of our ideal independent store suited to the look and feel of our brands. Working with many Heritage & Lifestyle brands such as Gant, Hunter and Victorinox these tend to be only represented by large department stores.”
No 50 has now opened up these brands to a new audience and allowed them to showcase quirkier pieces the big department stores don’t offer. In keeping with the Heritage and Lifestyle vein, they pay as much attention to well established brands as they do to the ever evolving brands that re-introduce themselves to further cement the heritage and history of yesteryear.
No.50 has an earthy, warm interior with elements of wood and metal that complements their carefully chosen lifestyle & heritage clothing.
It was the lifestyle of being a father that inspired their choice of clothing to sell in store. Having 5 children between them both, being outdoors is where they spend most weekends, “We like to get out. We are always trekking out in the winter and clothes are an important part in this.” said Jamie.
Choosing clothes for the store is very personal to them, “We work with brands that have a great story behind them for example Jordan’s favourite story is that of Gant, a love story born out of a New York City garment factory in 1914. All pieces have been carefully selected for women and children as well as men. ” said Jamie.
Connecting with their customer in store is what drives them to keep on evolving and moving forward for the upcoming seasons.
The store is truly one of a kind, being the only independent store in Birmingham who sells lifestyle & heritage clothing for men, women and children.
So what are the future plans for No.50 Birmingham? “So it’s early days for us, but we want to continue the momentum over the next few months and years ensuring our customers keep coming back.” Jamie said.
Jordan added “We have made certain things in here ourselves. Customers want the hangers, they want the lights so we now want a homeware section in the store – We are going to work with an independent homeware maker, so that’s going to be really exciting for us moving forward – watch this space.”
You can find Jamie and Jordan at:
50 Pinfold Street
Facebook: No.50 Birmingham