Dive Brief:
- As part of its strategy to expand its range of products and reach customers on different platforms, apparel retailer Indochino is set to launch five new showrooms in U.S. cities between mid-July and the end of September.
- The privately held Indochino will have 86 showrooms in the U.S. and Canada, including those inside Nordstrom department stores, after it opens new locations in Charleston South Carolina; Fort Worth, Texas; Buffalo, New York; Murray, Utah; and Los Angeles. The showrooms are developed to reflect the unique style of each local community, according to a company press release.
- All of the new showrooms, which feature made-to-measure and ready-to-wear for men and women, will be between 1,437 to 2,582 square feet, per the company.
Dive Insight:
The five planned stores come as Indochino eyes expansion, both in its footprint and its apparel offerings.
"We are so excited and grateful to be able to bring the Indochino showroom experience to these vibrant cities," President and CEO Drew Green said in a statement. "Each location represents a unique opportunity to connect with the community they serve, offering local customers a perfect fit, and process to build a one-of-a-kind suit, shirt, and more — whether preparing for a special occasion or simply wanting to elevate their everyday wardrobe."
The brick-and-mortar expansion also comes after the brand reported revenue increased 40% year over year in fiscal 2022 and posted “record-setting quarterly revenue” in Q1 of 2023.
Known for its made-to-measure suits, Indochino has been working to expand its product assortment recently. The brand this spring launched a ready-to-wear collection in showrooms across both Canada and the U.S. And after initially announcing its intentions to offer a custom women’s suit line in 2021, Indochino officially launched into the segment last year after a pilot program.
“Our virtual inventory, appointment-based showroom model continues to drive efficient customer acquisition, brand awareness and is a tentpole for the experience we deliver as a brand,” Green said in an email.
While Indochino has been on the move the past few years, other brands within the workwear space have faced challenges. Express, for example, filed for Chapter 11 in April and was bought out of bankruptcy for about $174 million in June by Phoenix Retail, a newly formed joint venture comprising mall owners Simon Property Group, Brookfield Properties, Centennial and brand equity and management firm WHP Global. And workwear retailer M.M. LaFleur was forced to close all of its stores during the pandemic and shut down its subscription service, but is now slowly reopening locations and services.
