Dive Brief:
- Indochino is introducing women’s suiting to better accommodate customers of all genders, the brand announced on Friday.
- Indochino will offer a women’s base pattern across all fabric options and provide additional customization options for customers. The custom suits will start at $449, and separates will start at $99, according to the press release.
- The brand is piloting the service at eight showrooms in cities including Vancouver, British Columbia; Toronto; New York; Seattle and Bellevue, Washington. It plans to offer women’s suiting at more locations next year.
Dive Insight:
Indochino said it decided to offer women’s suits to provide people of all genders with suits that fit their identity.
The expansion into womenswear is part of the brand's larger strategy to roll out more products and services in more markets this year. At the end of last year, Indochino announced plans to enter womenswear in 2022, as well as introduce the brand to new areas, including New Mexico, Kentucky and Alabama. The company also said it would add more fabric options and products for men’s wedding attire. As it searches for scale, Indochino teamed up with Nordstrom last summer to open 21 shop-in-shops across the country where customers can order made-to-measure suiting and personalize options like buttons, pockets and lining.
“We have suited up countless consumers over the years, helping them find their ideal fit and feel confident for their biggest moments,” Drew Green, CEO of Indochino, said in a statement. “We have increasingly heard from women visiting our showrooms that they are impressed by the attention to detail and level of personalization our appointments offer and that they wish there was a made-to-measure option specifically catered to them. We are proud to now provide that solution in a more robust way, and look forward to more women experiencing Indochino for themselves.”
In addition to expanding its suiting offering, Indochino has also incorporated more casual clothing into its product assortment. Last year, after the pandemic dampened the need for formal clothing, Indochino unveiled a ready-to-wear knitwear collection featuring crew necks, polos and other apparel. But trends are bouncing back, according to Indochino, which called 2022 the brand’s “strongest year to date.” The company attributed 87% growth in net orders at physical stores this year to workers returning to the office, as well as weddings and other events making a comeback.
Another milestone Indochino achieved last year: The company was the provider of suits to NBC Olympics and Telemundo broadcasters during Tokyo's Games of the XXXII Olympiad. The brand met with multiple hosts to customize their looks down to the fabrics, measurements and other features.
