Knot Standard has upped its visibility at Bloomingdale’s.
The men’s custom clothing brand has expanded its footprint at the department store’s 59th Street flagship, adding 20 percent more square footage and installing a Style Wall intended to enhance and personalize the shopping experience. The Style Wall is a voice-activated, life-sized, digital design tool that can bring a customer’s order history, shopping preferences, personal interests and stylist recommendations into the physical space.
Knot Standard has used the tool in its showrooms, but this is the first time it is available at Bloomingdale’s.
John Ballay, Knot Standard’s chief executive officer and cofounder, said the Style Wall helps shoppers feel more comfortable with the custom experience.
The shop at Bloomingdale’s has twice the usable space, Ballay said, and is located next to Eton shirts. He said since opening there in November of 2016, Knot Standard has drawn a lot of men searching out suits and tuxedos for weddings. In the 10 Knot Standard showrooms, shoppers tend to buy more suits for other occasions.
Although this is the only Knot Standard shop in a Bloomingdale’s store, it has performed well, Ballay said, and offers a reasonably priced alternative for custom men’s wear.
“We believe Knot Standard brings a new model to tailored clothing-as-sportswear, making custom apparel more approachable to a larger audience,” said Dan Leppo, executive vice president of men’s wear for Bloomingdale’s. “Our partnership with Knot Standard is based on our belief that they are best in class in this space in terms of product, service and their integration of digital technology with selling.”
Leppo said the brand “partners with some of the best fabric makers in the world such as Loro Piana, offering our customer incredibly luxurious materials tailored to fit the individual perfectly at an exceptional value. I personally love the sport coats, however my favorite item is a hidden gem — a polo shirt made of Loro Piana fabric offered in a veritable rainbow of colors. One of their sellers turned me onto it and I live in it.”
Knot Standard, which was founded in 2012, has investors that include Marvin Traub Associates and Provenance, a Los Angeles-based investment firm.