Bloomingdale’s is getting back into the men’s private brand business.
A decade after the retailer retired its in-house collections brands, Joseph & Lyman and Metropolitan View, in favor of a classifications strategy, it is launching a bridge collection for spring under the name Dylan Gray.
The line is described as “a modern, sophisticated update on classic men’s sportswear that fuses the elegance of European luxury with the ease of American sportswear.”
The 38-piece collection of soft tailored clothing, transitional outerwear, knits and trousers is manufactured predominantly in Europe. It is designed to be a hybrid of tailored and sportswear.
“We felt there was a white space in the European transitional classic zone in our stores,” said Dan Leppo, executive vice president and general merchandise manager of men’s and home for Bloomingdale’s. “We think there’s an opportunity with all that’s happening in direct-to-consumer today to offer great value and great fashion that moves beyond commodity.”
Leppo said Dylan Gray is “made with the modern man in mind, offering solutions for work or play for today’s smart casual lifestyle, without sacrificing style. It’s about fusing classic sportswear with Old World sophistication at a compelling price point.”
Prices will range from $98 to $698 and will include marled bird’s-eye polos, woven button-down shirts and knit blazers. There’s also a blue nylon Harrington jacket, a brown leather baseball jacket and crewneck sweaters.
Leppo said the brand will serve as a “bridge” between contemporary labels such as Hugo Boss Black Label and American stalwarts such as Polo. “And it’s sharper in price than Eleventy or Cucinelli,” he added.
Bloomingdale’s has “a long, rich history of developing our own brands and partnering with others on exclusives,” he said, and Dylan Gray allows it to “put a new stake in the ground.”
When Joseph & Lyman and Metropolitan View were “migrated” out of the mix in 2009, Bloomingdale’s moved to a more-classification-driven strategy under The Men’s Store at Bloomingdale’s label, according to Leppo. While this offers “great value and fashion,” he said, “it’s not a collection.”
Leppo said he can eventually see Dylan Gray being expand into other categories including suits and accessories. “Our goal is to grow it to multiple areas within the men’s store,” he said.
The collection will be marketed through a “robust digital campaign,” he said, and will also be featured in the firm’s trend catalogues for spring and fall.
Dylan Gray will officially hit stores on Monday and will be sold in 18 Bloomingdale’s location nationwide, including the 59th Street flagship and the Century City, Calif., store, as well as online.
The company declined to say how large a business private brands represent for the store. There is also a women’s in-house collection called Aqua.