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Pools manager Keith Curle and players Callum Cooke, David Ferguson and Matthew Dolan, officially opened the new Suit Direct store in Powlett Road in a ribbon cutting ceremony.

It opened just before Christmas as the business looked to fill a gap in the market for men’s formal wear in town.

Suit Direct parent company The Baird Group, has had a warehouse in Hartlepool since 1945.

Hartlepool manager Keith Curle cuts the ribbon during the official opening of the Suit Direct store, Also pictures are Hartlepool United players (let to right) Callum Cooke, David Ferguson and Mathew Dolan along with Suit Direct's Helen Gething, Amanda Argent, Nick Scott and Stacey Matthews. Picture by FRANK REID

Helen Gething, Suit Direct supply director, said: “We’ve been in town since the 1940s to serve the local demand for suits.

"It’s great to have it in Hartlepool. We have employed people here for years and years.”

Store manager Stacey Matthews said business has been brisk since they opened due to word-of-mouth.

It stocks some of the biggest names in menswear tailoring like Ted Baker, Ben Sherman and Marc Darcy, as well as in-house brands including Racing Green.

Hartlepool United manager Keith Curle checks out a suit after performing the opening of the Suit Direct store at Powlett Road, Hartlepool. Picture by FRANK REID

The Hartlepool store offers one to one appointments, styling advice, click and collect and wedding suits.

Suit Direct, which has around 50 stores around the country, signed a three-season deal with Hartlepool United in 2021 which involved renaming Victoria Park the Suit Direct Stadium.

They are also the club’s Official Menswear Partner sponsoring the first teams’ training kit as well as the management team’s bench kit.

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Hartlepool United manager Keith Curle performed ribbon-cutting duties to declare the store officially open.

And he was impressed with what he saw.

He said: “When I came to Hartlepool they fitted me for a couple of suits. It was the first time I had been measured and tailored which was excellent.

"They cater for everything from smart to casual and have good choice and variety.”

Helen added: “Obviously, we have got the sponsorship deal with the club. It’s great to have them on board and come down and support the opening.”

As another sign of the close partnership between Suit Direct and the football club, season ticket holders can take advantage of a 10% discount on purchases.

The launch of the new Hartlepool store follows a period of rapid expansion by the business which has seen the retailer open 26 stores since September 2020.

Hartlepool United manager and players perform official opening of Suit Direct store in town