On Thursday, the menswear brand will unveil a two-story, 4,000-square-foot space at 95 Fifth Avenue. This space, which is almost four times as large as Bonobos' SoHo store, will mark its 17th location in the U.S. and its fourth in New York City.
The first level of the store is devoted to the brand's more casual clothing options, including shirts, denim, chinos, sweaters and knits. This floor also features a chic lounge area, complete with a bar stocked with beer and water, as well as several fitting rooms.
The second floor is dedicated to the brand's business and formal wear offering, which includes tailored suits, dress shirts, blazers, ties and tuxedos. This floor also features a lounge area and fitting rooms and provides wedding parties a space in which they can experience the Bonobos Groomshop service.
Additionally, Maide by Bonobos golf apparel and a selection from Bonobos' women's brand, AYR, will be available to try on at this location.
For those who aren't familiar with Bonobos, the brand started as an online-only company and, after realizing that men still like to touch and try on clothes before buying them, it began opening physical stores, or Guideshops, throughout the country. Guideshops showcase Bonobos' expansive website offering in a range of sizes for shoppers to try on, but customers don't actually walk out of the store with any product. Instead, Bonobos.com serves as a virtual stockroom for the brand, and once customers find something they like in the Guideshop, a sales associate checks them out by ordering the items for them online. Products are then shipped to the shopper's home within a couple days.
Customers are encouraged to make appointments before visiting a Guideshop, and once they arrive, they'll be paired with a sales associate who can walk them through the store's product offering and help them find the perfect fit.
"Our Guideshop model started as a test a few years ago and has quickly become one of our lead marketing and customer service channels. Brick and mortar isn't going away, but it has evolved in the digital age," Bonobos CEO Fran Della Badia said in a press release.
"We're excited to bring this highly personalized, customer-centric retail concept to the epicenter of the fashion and shopping world by opening our flagship Guideshop on New York City's Fifth Avenue," she added.
To correspond with the opening of this Fifth Avenue flagship store, and as a nod to the brand's namesake, Bonobos will launch the Bonobos Orphan Project, a charity campaign to raise awareness and funds for the threatened bonobo great ape. Bonobos hopes the new store's elaborate window displays inspired by the bonobo ape will also help raise awareness for the animal.
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