Master Debonair and Fire&Co team up to create unique lifestyle shopping experience

Two successful independent businesses have teamed up to create a unique shopping experience after lockdown saw a surge in home styling.

Wednesday, 9th December 2020, 10:45 am
Updated Wednesday, 9th December 2020, 11:10 am

Master Debonair menswear in East Boldon and Fire&Co interiors in Simonside Industrial Estate, South Shields, both have a loyal following in their fields, but now they’ve teamed up so that shoppers can suit up whilst also styling up their home.

A former stock room at Master Debonair in Station Terrace has been converted to create a lifestyle room where shoppers can purchase fashion accessories, as well as furniture and decor for the home.

Retail as a whole has taken a hit this year, but the collaboration is a way for both independents to adapt their offering whilst supporting fellow local businesses.

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Master Debonair's Simon Whitaker (L) and Fire&Co's Skye Ferry have teamed up to open a lifestyle room within Master Debonair.

Skye-Alexander Ferry, director at Fire & Co, says the brands are a natural fit.

"Simon reached out to us about utilising this space to create more of a lifestyle room where people could have a cup of coffee and browse interiors,” he explained. “We have plenty of quirky pieces that suits their style and that ‘gentleman’ look, so it’s worked really well.”

Despite the difficult climate in which shops have had to close for weeks at a time for lockdowns, Fire&Co has proved popular thanks to its online offering and its home styling service.

"People are more interested in interiors than ever before,” explained Skye. “People come in for one thing and then end up using us to style the whole room. Everyone wants that Instagram home.”

Quirky Fire&Co pieces available at Master Debonair in East Boldon

Simon Whitaker, co-founder of Master Debonair, has long wanted to build on his brand to create more of an overall lifestyle concept. With the pandemic affecting their usual trade in occasion-wear, it’s given him the chance to explore other avenues.

As well as pieces from Fire&Co, this latest phase will see the retailer selling Tynemouth Coffee, own-brand candles, beard oils, personalised leather accessories from Stockton-based Coupland Leathers, alcohol-free beer gift sets and tie gift sets from Victory & Innsbruck.

Simon said: “We feel really passionate about working with other North East brands and to create a real partnership, that benefits both of us. “I’ve always felt our brand lends itself to lifestyle as a whole and after doing a shoot at Fire&Co I knew it was a brand that would really complement ours. It’s so important that both brands fit together.”

Interiors has bucked the trend in lockdown as people look to improve their homes

Skye said: “Both brands have a unique offering, that’s completely different to the high street and the big retailers, so it gives consumers a different shopping experience.”

Simon said: “The high street has been hit hard by the pandemic, but one of the great things about independents is that they can be a lot more agile than the big corporates can, and can adapt their offering.”

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Other products available in the lifestyle room include beard oils
The lifestyle room is in a former stock room
Home decor with plenty of personality