Destination XL now has its own home online.
After more than a year in development, the superstore concept from Casual Male Retail Group Inc. this week launched a new Web site that, like the stores, brings all the company’s brands together under one banner. Shoppers who enter the site will find separate tabs for Casual Male XL, Rochester Big & Tall, Shoes XL and Living XL.
“We’re duplicating the stores in a Web experience,” said David Levin, chief executive officer of the men’s wear company.
Destination XL launched about one year ago and there are currently 11 stores in operation.
Levin said customers can input the particular item they’re searching for and the site will pull options from each of the concepts, eliminating the need for consumers to search each individually. If a size is also put into the search function, the site will only pull up the merchandise available in that size, eliminating customer frustration.
Levin said when the customer checks out, the site will also calculate the location of the nearest brick-and-mortar store and if the ship-to-store option is selected, the shipping is free.
The site offers over 300 brands and there are wardrobing suggestions and videos on the site, he added.
“We’re hoping over time that, like in our stores, the average transaction size will go up when they use the DXL site,” he said.
DXL offers four times the assortment of a standard Casual Male store and includes brands such as Calvin Klein, Polo Ralph Lauren and Michael Kors.
Levin said the plan is to open several more brick-and-mortar DXL stores before the end of the year and then another 30 in 2012, effectively giving the store a “national imprint.” Then the plan is to open 30 stores a year for the next several years, he said.