One year after sticking its toe into U.S. waters with a store in SoHo, Suitsupply is ready to expand.
The Amsterdam-based men’s wear retailer will open two additional units in the U.S. this summer — one on Rush Street in Chicago, on June 29, and another on 29th and M Streets in Georgetown, in July.
“We have a very strong belief in the U.S. market,” said Fokke de Jong, founder and chief executive officer. The company operates 40 stores in Europe and Asia and specializes in European-style suits, dress shirts and furnishings. “We’re very pleased with the SoHo store. We’ve found and hired 40 people in the U.S., and we’re looking for a lot more. We’re setting up buying teams, and we’re looking for online and visual merchandising people. We know everything starts with talent and that’s the biggest challenge.”
De Jong said since opening, the SoHo store has done well with suits and sport coats. And the “more elegant casualwear” has also garnered fans as well, particularly online. “We get a lot of feedback on our higher-priced product, Jort and Sienna, which has handmade features, so we’re going to be expanding that. We also have seen big demand for outerwear and knitwear, which is very good news because that’s the newest part of our collection.”
As a result, the stores will offer a beefed-up assortment of knitwear, outerwear, denim and accessories such as shoes, belts and ties.
The Chicago unit will be 5,500 square feet and located in the penthouse of the old Barneys New York building. It has a 3,000-square-foot rooftop garden, where customers can relax or tap into the store’s free Wi-Fi. “Our idea is to create the ultimate men’s fashion destination in the Midwest in our new Chicago location at Oak and Rush Street,” de Jong said. “We are building a green Chicago oasis on our rooftop garden, providing a nice escape to relax in while your suit is being tailored on-site.” He added that the company wants to make sure it can be successful outside of New York, and Chicago is “a good test market.”
In D.C., the store will be span 5,800 square feet on the ground floor. “We are opening in D.C. because even just from walking around town, you see how many young professionals are in suits and [we] really wanted to make it easier for our D.C.-based online customers to shop closer to home,” he said. “We like the Georgetown vibe and think there’s great opportunity there.
De Jong said there are no immediate plans to add additional stores outside of the two opening this summer. “We have no carved-in-stone rollout plan,” he said. “We’ll see how Chicago and D.C. go, but you don’t have to be a scientist to figure out that there is good potential for more stores in the U.S.”
Alberta Ferretti's "Rainbow Week" sweaters are back. The designer closed her #MFW show with a few day-of-the-week sweaters, which first debuted on the catwalk last January as part of the pre-fall 2017 collection. #wwdfashion (📷: @delphineachard)