Dive Brief:

• Indochino, a digitally native made-to-measure men's suit brand, is expanding its physical footprint on the West Coast. The company opened a showroom in Santa Monica, California, on Friday and will debut a Melrose Avenue flagship in Los Angeles this summer, according to a company press release.

• California is a key market for Indochino. Since the launch of its first showroom in the state in 2015 in San Francisco, the company says its revenue has quadrupled. By the end of the year, there will be seven showrooms in the state and over 50 across North America.

• The 2,300 square-foot store in Santa Monica offers customers a concierge-like shopping experience, in which shoppers are paired up with a style guide who walks through the process of designing a personalized suit. Suits and overcoats are priced starting at $399 and chinos and shirts start at $79.

Dive Insight:

Over the last decade, Indochino has steadily grown from its humble beginnings as a pioneer that early on moved from an online pureplay model to a carefully curated brick-and-mortar showroom strategy. Over time, the company has honed in on its top online markets, targeting real estate near young professional communities that appeal to men between the ages of 25 and 45, the company's core demographic.

"Santa Monica Place is a premier shopping destination and the ideal setting to showcase our one-of-kind showroom experience as we continue to change the way a generation of men build their wardrobe," Drew Green, president and CEO of Indochino said in a statement. "Together with a new flagship on Melrose Avenue, we are excited to expand in Los Angeles and beyond so we can provide customers on the West Coast with an affordable luxury shopping experience of designing a garment that's truly personalized for them, all without a high price tag. We like to call it affordable luxury."

That's a value proposition that many brands are touting across categories — from mattresses to suitcases. Indochino is part of a growing group of digitally native brands that collectively are slated to open 850 physical stores over the next five years. Brick-and-mortar stores have become an increasingly important marketing channel for these brands. As the cost of customer acquisition rises online these days, physical experiences are a way to raise awareness, create a buzz within the market and give customers a way to touch and feel the products they're selling.