Bonobos Goes Brick-and-Mortar with Nordstrom

Bonobos pants

Bonobos pants

Brad Andrews

Brad Andrews

In 2007, menswear brand Bonobos shook up the retail scene by avoiding it altogether. By embracing an online-only sales strategy, the brand, which specialize in great-fitting pants, offered men the chance to buy one-of-a-kind trousers in the comfort of their own homes (while they were probably wearing pajamas).

Just as menswear forums and personal style blogs were booming, Bonobos made a name for itself with an ultra-flattering fit and a diverse range of options that guys couldn’t get at their local malls.

But Bonobos isn’t content to rest on their laurels in the virtual world. The brand has recently launched into the real world and will now give guys a chance to try on their pants before they buy. (It some guys have exhibited a phobia of buying without trying, if you can believe it).

“Nordstrom is a company built on loyalty and customer service, very much like Bonobos,” said Brad Andrews, the Vice President of Merchandising for Bonobos. “The ability to introduce brand awareness to a range of new clients in different areas across the country was exciting and we felt like it was time to take the plunge.”

Bonobos Green and Tonics

Bonobos Green and Tonics

New Yorkers have had the chance to try on Bonobos in the showroom, but guys living outside the Big Apple have had to rely on the brand’s easy return/exchange program. The showroom, open to the public by appointment,  let customers try on different items, but they would still have to go online to actually make a purchase after their fitting appointments.

“We had a large number of customers coming through wanting to touch and feel the product,” Andrews said. “Based on this success, and when the opportunity to work with a customer service-focused leader like Nordstrom arose, it was an easy decision.”

Nordstrom will carry a variety of Bonobos’ greatest hits, including the brand’s washed chinos, travel jeans and weekday warriors, a straight-legged non-iron pant that’s become a favorite among young guys that embrace a slimmer fit and eschew pressing their own trousers.

And while most guys will appreciate the selection of traditional chinos at their beck and call (no waiting for shipping!), Andrews says that Nordstrom will also carry a selection of the brand’s more colorful styles.

“Our brand is all about fit and energy, so in addition to the classic colors like khaki, grey and black, we also carry bolder hues like blue, green and magenta,” Andrews said. “Each Nordstrom buying team really knew their market, so working with them to determine the right mix of subtle and louder options was fun.”

Bonobos Chambords

Bonobos Chambords

The Bonobos e-tail store also offers shirts and accessories, and while Nordstrom won’t be offering all of the brand’s wares — or the brands that Bonobos has partnered with to outfit guys from day to night, weekday to weekend — a few of the locations will offer shirts, shorts and golf apparel.  So while heading to a Nordstrom might quell your need for khakis, you’ll still need to head to Bonobos’ Web site for the full selection.

For more information, visit www.bonobos.com or www.nordstrom.com

Photos courtesy Bonobos

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Author:Christopher Luu for Fashion Trends Daily

Christopher Luu is a Fashion Trends Daily Senior Writer and Menswear Editor.