The Gant Lounge

Gant is cutting out the middleman.

The Swedish brand known for its dress shirts has created the Gant Lounge, a personal styling service at its Wall Street offices, to better serve the needs of its customers. 

Shoppers can go online and book an appointment to stop by the showroom before or after work, during lunch or at any convenient time.

According to the web site: “We believe choosing clothes is a personal thing — and so is our approach to service. That’s why we created the Gant Lounge. We offer one-on-one consultations to help pinpoint your unique style and are delighted to answer any questions you may have. We have experts on hand to help with color combinations and garment pairing, while you enjoy a complimentary cocktail or play a game of pool. We do the hard work for you, so you can get your shopping done quickly and easily.”

Orders placed at the lounge can be shipped to an office or home for free.

The service, which the brand is touting as “the next generation of personal shopping,” had a soft launch this month and has already booked 75 appointments, according to the brand.

“The Gant Lounge was built on the simple premise that consumers value unparalleled convenience and highly personalized experiences now more than ever,” said Patrik Nilsson, global chief executive officer for Gant. “The Gant Lounge is another step to move away from traditional retail and shifting to more experiential retail, by creating a space where we enable a more personal, customized and convenient way for consumers to shop.”