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Published
Feb 16, 2015
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E-retailer Bonobos focuses on showroom stores

Published
Feb 16, 2015

Bonobos's idea could soon have offshoots. Launched in 2007, the men's casual ready-to-wear brand first made a name for itself online with its suits, denim, shirts and especially its washed chinos.

Bonobos Guideshop in Los Angeles


Four years later, the New York-based company is setting itself apart by developing a new complementary service to its online store: "The Bonobos Guideshop". At these "e-commerce stores", customers can try on clothes and ask staff for fashion advice. With neither stock nor sales, customers" orders can be made through the Internet.

"Most of our customers today want to touch and feel the quality of our clothes," said Andy Dunn, CEO and founder of the brand. "At first we had our customers come directly to our offices to try on the collections. Then, we wanted to improve the experience by developing physical locations. With hindsight, we have found that this new retail experience helps people to better understand the brand, to discover what really works for them and to improve online purchasing as well. " 

Launched in spring 2012, the "Bonobos Guideshop" has spread across the United States. There are 13 in total: in Boston, Washington DC, Chicago, Dallas, Los Angeles, San Francisco, New York (two stores), Atlanta, Bethesda, and Austin, as well as in San Diego and San Jose, where they were opened in early January. 

Meanwhile, the brand has also strengthened its distribution by forging a partnership with the chain Nordstrom, now with a presence in the retailer's 118 stores as well as on Nordstrom.com.

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