Max ‘n Chester today will launch its first e-commerce site to sell directly to consumers. But it’s not neglecting its wholesale clients either. The brand has partnered with Brand Assembly, which has showrooms in New York and Los Angeles, to increase its exposure to retailers.

The men’s and women’s designer brand was created by Peter Trainor in 2012. It is based in New York City and offers directional silhouettes in 100 percent Japanese cotton.

“Our goal is to make the brand as shoppable as possible,” Trainor said. “We’re creating an e-commerce site to better reach our customer and let them shop our collection as a whole. Each season of the line tells a story, and now consumers will be able to see the whole story in one place, where they can purchase it.

“We also wanted the brand to be shoppable for retailers as well, which is why we are so excited to be partnering with Brand Assembly,” he added. “Now we will be seen by retailers in showrooms in New York as well as Los Angeles.”

Max ‘n Chester will have its own dedicated space and sales force within Brand Assembly’s showrooms.

The label sells 30 specialty retailers including United Arrows, Ron Herman, American Rag, Wittmore, Base, CPCM, Cabinets Manhattan, Mildblend Supply, Park and Province.

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