Men’s fashion retailer Lynx launched in Harrogate almost 40 years ago and opened a shop on West Park in 2003.

Now, the independent business has rebranded and relocated to a state-of-art new premises on the town’s prestigious James Street.

The new larger store boasts two floors and has a new “sleek modernistic feel” – a change from the vintage look of the previous shop.

It is based in the former Hotel Chocolat unit, which moved to a larger site on the same street last October.

Lynx Menswear on James Street.

Owner Guy Hudson said:

“It is our time for change. With an increased young and vibrant team, I want to build on what has been achieved so successfully at our previous store on West Park.”

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Mr Hudson said James Street was the perfect location for the new store, thanks to a resurgence after the challenges of covid.

He added:

“Looking to build on the very positive response after the pessimism and lacklustre of lockdown, the regeneration of independent shops and top brand names on James Street is now at its pinnacle.

“What were empty shop units two years ago are now either under negotiation or full, with the likes of Pret a Manger and Oliver Bonas clearly believing that confidence in this iconic Harrogate high street is returning and we want to be part of it.

“We look forward to welcoming our valued loyal customers and new ones to our fresh look and location showcasing our individual European edit.”