By  on March 21, 2018

Direct-to-consumer apparel brand Untuckit turned the stockroom at its Madison Avenue location into a speakeasy for basketball’s NCAA tournament games.The idea was to give invited guests a chance to catch their favorite round one games during work hours — noon to 7 p.m. — last week. Guests asked the company to continue into this week, and the company decided to open the stockroom on Thursday and Friday night. Since the games this week are at night, the speakeasy would likely be open starting around 7 p.m.The company touted it as a way to give sports fans a chance to sneak out of the office to a “safe haven,” without the risk of running into a colleague at the local dive bar. The set-up, in partnership with Industry West, has the space — referred to as The Stockroom — decked out with black leather armchairs and high-boy tables, along with cocktails and appetizers.Untuckit now plans to keep The Stockroom concept and use the model to host future events. It’s also a way for the company to bring customers into the space to foster engagement with the brand.Chris Riccobono, Untuckit’s founder and executive chairman, said, “As Untuckit continues to expand and open retail locations across the country, we noticed that customers respond well to opportunities that allow them to come to the store and engage with our brand in a fun and casual atmosphere. The response to The Stockroom for March Madness has been overwhelmingly positive, and we have places to expand the use of the space for future events such as wine tastings and classes, a speaker series and more.”Untuckit began in 2012 as a men’s collection of shirts designed to be worn untucked. The assortment has since been expanded to include sweaters, polos, jackets, sweatshirts, performance-wear, T-shirts, Henleys and, more recently, pants. It also has expanded into children’s wear, with women’s also on the agenda. It began testing untucked women’s shirts last year.The company last June received a $30 million investment from venture capital firm Kleiner Perkins in a Series A round. It operates about 25 stores, including four in New York.

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