Button-down shirts represent 75 percent of Untuckit's sales.
NEW YORK — Untuckit is an old-fashioned feel-good American success story.Two business school buddies with not a stitch of fashion industry experience started a company in 2011 to provide a solution to a problem they saw in the men’s apparel market: button-down shirts that looked and fit properly when worn untucked.The business launched as strictly an online play with just the one signature product and financed with $150,000 raised from friends and family. They came up with a signature sail insignia for the tail of the shirts and it was off to the races.By last June, Untuckit had attracted the attention of California venture capital firm Kleiner Perkins, which invested $30 million to fund the company’s growth.Since its founding, Chris Riccobono, executive chairman, and his partner Aaron Sanandres, chief executive officer, have expanded into a range of men’s categories including polos, sweaters, sweatshirts, shorts and even sport coats as well as women’s wear and shoes. And Untuckit also operates 18 stores around the country.Today, the brand will introduce its children’s collection, followed by men’s pants on Nov. 14. And by the first week in December, the company will increase its owned store count to 25, including three more units in Manhattan. The New York stores, which will all open on Nov. 18, will be located at Madison Avenue and 52nd Street, 17th Street and Fifth Avenue and Brookfield Place and will join the two-year-old SoHo store on Prince Street.[caption id="attachment_11040570" align="aligncenter" width="600"] The SoHo Untuckit store.[/caption]Other units will open this year on Michigan Avenue in Chicago as well as Oak Brook, Ill., as well as in Aventura, Fla., and San Diego.“We started the year with five stores,” Riccobono said. “And by next year we will have 50, including our first international store in Canada.”Sanandres said that although retail has been challenging for most companies of late, Untuckit is having a different experience. “All of our stores are profitable and have a quick payback, within 12 months and sometime quicker. We’re bucking the trend.”Riccobono said the company’s story is pretty simple: “We literally couldn’t find a shirt that fit right when it was untucked,” he said. He surveyed friends and found the problem was universal. So he enlisted the help of Sanandres and they set out to create a shirt that would fall to the middle of the pant fly, with a tailored fit and contoured hemline. They both had full-time jobs at the time at GE Healthcare (Riccobono) and PWC (Sanandres) and worked on Untuckit on the side.They found factories overseas that could produce shirts to their distinct specifications and they were in business.From Day One, Riccobono said, the company was profitable as its unique offering found a niche. They advertised first on radio, followed by airline magazines, newspapers across the country and digitally.And before they knew it, their shirts, which retail from $78 to $99, were selling faster than they could be produced. As the product developed a following, Untuckit increased its production, expanded its offering and began looking at other categories.Some 45 percent of the brand’s customers are women so they decided to test the waters with a women's line earlier this year. The untucked women’s shirts sold so well that the offering will be broadened next year.Customer feedback also led to the launch of the children’s collection.“Our core demographic is 30 to 65,” Sanandres said, “so they’re either having kids, have kids or have grandkids.” These customers kept asking the company to expand into children’s wear since kids all wear their shirts untucked and generally look too big and sloppy.The children’s collection will include mainly button-downs with a few pique polos and will retail for $35 to $48.The pants collection that will be launched on Nov. 14 comes as a result of the success the brand had with shorts this summer.Untuckit’s business is still 75 percent button-down shirts, with the rest of the product accounting for the remainder.E-commerce still represents 80 percent of sales, but as the retail stores continue to roll out, they’re expecting that percentage to shift to 70 percent e-commerce, 30 percent retail by 2018.There are no plans to launch wholesale, although the partners admit that they did consider it. “We didn’t think we needed them with our large and loud marketing and our own stores,” Sanandres said. But he did admit that entertaining the thought of partnering with a larger retailer for in-store shops, for instance, can quickly bring Untuckit to even larger scale.Going public is also just a fleeting thought at this point.“We don’t need the capital," Sanandres said. "And we're focused on building what we hope will be the next great American brand.”
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)