Bonobos is now targeting the big guy.
The Walmart-owned men’s brand today will launch an extended sizes collection that will include everything from suits, dress shirts and neckwear to sport shirts and knitwear.
Brad Andrews, copresident, said expanding into extended sizing “is a natural extension for us. We’re a brand built on better-fitting clothes and we feel this is an underserved market.”
Extended sizing has long been a challenge for most traditional brick-and-mortar retailers since it requires an investment into inventory in a wide range of sizes that may not move quickly. The biggest player in the field is Destination XL, which has more than 340 retail stores and an e-commerce site that sells branded as well as private-label goods.
“The fact that we’re e-commerce gives us an advantage as we’re able to deliver a broader size range,” Andrews said.
A dedicated landing page for the offering will launch today where Bonobos will talk about the details of the collection. It will also be marketed in all stores and store windows as well as in a catalogue that will be mailed this week.
“We spent a lot of time on the details,” Andrews said. For instance, woven shirts have a lowered neck drop, a two-piece sleeve and darts in the rear to eliminate billowing, while in suits, there is a hidden elastic in the waistband of the pants and a dart in the lapel of the jacket to add shape to the chest and eliminate the break.
Bonobos will offer waist sizes up to 54 in casual pants, with inseams of 30 to 34; dress shirts will be offered in neck sizes up to 22 and sleeves to 39. Jackets will also be offered up to size 54 while knits will be available up to 4XL in regular and long options.
Andrews said the prices will be the same as the traditional sizing range. “It costs more, but we’re putting a stake in the ground,” he said. “We know there’s an appetite for more stylish, better-fitting options and we have a lot of opportunity to do this better.”