THE immaculately dressed Stourport gents' outfitter Stanley Barten is to bow out of his business in style.

Mr Barten, who does not hold with today's casual trends in menswear, retires from his company, Stanley Barten Formalwear, at the end of this month.

His retirement marks the end of an era for his family, and for Stourport, as he is the last in a line of three generations of Bartens to run the 100-year-old business.

His grandfather - also called Stanley - started the firm, then called Stanley Barten, at 24 High Street in 1904.

He had served an apprenticeship as a draper and outfitter in Kent where he came from. When he moved to Stourport he bought the empty tobacconist shop with a bank loan.

Here he combined selling tobacconist's goods with selling a few shirts.

This side of the business expanded. Trade flourished and, in its heyday, the firm supplied the uniforms for the liveried footmen at Witley Court and customers included Prime Minister Stanley Baldwin.

As well as his business, Stanley Barten senior was a well-known figure in the life of the town and rowed for Stourport Boat Club and was elected president of Stourport Working Men's Club.

Even today, on the front step of the original premises at 24 High Street, can still be seen the mosaic of the trading title, Stanley Barten.

His son Ted, took over from Stanley senior when he was only 15 in the 1920s. His wife, Freda, was also a familiar face behind the counter.

Then, in 1969, the current Stanley joined the business.

Mr Barten, 55, who always, but always wears a suit, bemoaned what he sees as today's lapse in sartorial standards.

Mr Barten said: "The main change I have seen in my career has been the move away from men wearing formal suits to casual wear. I do not think this is a good thing. I like to see men looking well dressed."

The keen actor, with the Nonentities at the Rose Theatre in Kidderminster, said this was highlighted by the fact the business originally sold made to measure formal suits for special occasions. Later, they were sold off the peg. In today's casual climate, however, hiring out suits is the name of the game.

In 1997, when the firm moved from 24 High Street to 5 Bewdley Road, the business began to deal exclusively in suit hire and the name changed from Stanley Barten to Stanley Barten Formalwear.

The fact Mr Barten is stepping down in 2004 is appropriate as it is exactly 100 years since Stanley senior started up.

The business will live on, run by Jason Blake, who will keep the current title. Mr Blake has worked his way up to partner in the firm after joining as a sales assistant.