Belstaff is going hell for leather to give its customers all over the world more than they expect from a high street store.
It is investing in the iconic brand because it wants people to see the shops as more than just places to buy clothes.
And in the UK - where Belstaff reopened its Spitalfields store in East London in February - it's not gone unnoticed.
"Where other shops are closing down in bigger numbers than ever before, Belstaff are innovating and reopening left, right and centre," said Natasha Colyer, editor-in-chief of Seen in the City.
The Spitalfields store has been modelled on Belstaff’s industrial heritage and now has a corner where customers can meet, refresh and refuel.
“Customers can now enjoy a hot drink, or, if the mood takes them, something a little stronger, like a perfectly-mixed G&T,” said Belstaff’s creative director Sean Lehnhardt-Moore.
But the Spitalfields store is just the first store to acquire the new-look. All of Belstaff’s stores, all over the world, will follow suit.
In May Belstaff moved its flagship German store to 25 Residenzstrasse in Munich and opened Café@Belstaff on the first floor. The café itself has always been a destination, thanks to the incredible mural that features behind the bar.
Café@Belstaff, which serves coffees, teas, German wines and beers and cocktails, is being run by the owners of Frank, a much-loved restaurant across the road.