LONDON — Tricker’s, the historic English shoemaker founded in 1829, on Monday named Roberto Menichetti creative director.

The brand’s long-term owners, the Barltrop family, sold a 71 percent stake in the company to James Fayed, chairman of Turnbull & Asser, and Menichetti, via their investment vehicle Blu Heartknot U.K. Ltd. in May 2025.

As part of the deal, Menichetti has taken on the role of creative director at Tricker’s, while staying in his current position as creative director at Turnbull & Asser, where he oversees bespoke shirting, tailoring, outerwear and accessories.

Tricker’s flagship on London’s Jermyn Street since 1938 will remain open, and Tricker’s footwear offering will be integrated into Turnbull & Asser’s retail network, including its London stores and New York town house on East 57th Street.

The investment will also help with training and skills transfer for the next generation of craftspeople and targeted technology upgrades in production in Tricker’s manufacturing base in Northampton.

Under Menichetti, Tricker’s will pursue a product-led evolution.

The brand said it will focus on preserving its handmade construction, traditional shoemaking skills and its English character, while enhancing comfort, fit and everyday performance for today’s customer.

“Tricker’s is an extraordinary story, built over time by skilled minds and hands capable of uniting necessity, good taste and innovation,” Menichetti said. “This is how its style has been passed down to today — remaining recognizable, solid and elegant. It is precisely this vision, able to anticipate real needs, that led Tricker’s to be the first to create footwear designed for the outdoors, defining an identity that still stands as a point of reference.

“In the people, in their hands and in the love and care with which each shoe takes shape, emotion becomes feeling. You don’t see only history, but a future that continues to live. To safeguard Tricker’s means giving continuity to a timeless identity: looking ahead without losing its essence,” Menichetti added.

Born in the U.S. and raised in Umbria, Italy, where his parents owned a clothing manufacturer, Menichetti began his fashion career in Paris at Claude Montana. He later joined the Italian clothing manufacturer Gruppo Finanziario Tessile, GFT, which was then the leading company managing licenses for brands including Valentino and Giorgio Armani.

In the 1990s, he joined Jil Sander, where he launched menswear, before moving to Burberry under then-chief executive officer Rose Marie Bravo to introduce the British brand’s designer-driven label Prorsum. He has also consulted for brands including Cerruti and Ballantyne.

Last December, he joined Turnbull & Asser and was tasked with developing “new synergies and design initiatives” at the Jermyn Street brand and building its global presence.

Martin Mason, managing director of Tricker’s, said Menichetti’s arrival marks an important moment for the brand.

“His deep understanding of style and comfort will ensure that the shoes crafted here continue to feel relevant for years to come. By sharpening our brand essence, shaping compelling narratives and forging emotional connections across both physical and digital channels, Roberto will help guide Tricker’s toward a future that is authentic, resonant and enduring,” Mason added.

Fayed said Tricker’s will be positioned as a living institution rather than a mere label under the new ownership. He is the son of Ali Fayed, who has owned Turnbull & Asser since 1986, and nephew of the the late former Harrods owner, the controversial Mohamed Al-Fayed.

“Tricker’s is a national treasure, not a logo, but a living factory and a body of knowledge. Our responsibility is to protect that legacy and give it the conditions to thrive for decades to come,” Fayed continued.