Suitsupply has become a go-to spot for Millennial men seeking fashionable, modern tailored clothing. And so the Amsterdam-based company is moving into one of the neighborhoods where they spend a lot of their time: Williamsburg in Brooklyn.
On Thursday night, Suitsupply threw a party to celebrate the opening of its new store at 57 Wythe Avenue, just steps away from the Brooklyn Brewery and Brooklyn Bowl.
This store joins the company’s units in SoHo, on Madison Avenue and in Brookfield Place in Manhattan, but is its first in a borough.
“We have a huge customer base here,” said Fokke de Jong, founder and chief executive officer of Suitsupply, who was in New York to host the party. “This area is booming and we have a good, solid online business here, so it’s a very logical place for us to open. It’s so cool to make landfall here.”
The store is located in the same building as the William Vale boutique hotel, which has a popular rooftop bar and pool. “At night and on the weekends, people are always strolling around. There are a lot of younger families and young people, so it’s cool for us to make landfall here.”
Suitsupply’s target customer is a man 25 to 40 years old looking for a contemporary European silhouette and an upbeat shopping experience. And the Brooklyn store fits the bill with its bright walls and cheery furniture, exploded graphics and fun, festive attitude.
Much of the neighborhood is under construction as a transformation continues to take place — and that’s just what appealed to Suitsupply, which has historically selected spots that are just a bit off the beaten path.
“This is a little more destination, which is what we like,” de Jong said. “We choose locations with a little hair on them that are in the build-up phase.”
The mix is the same as that in the company’s Manhattan units. “You see suits here, right,” de Jong asked with a sweep of his hand pointing to the large number of suits, sport coats, tuxedos and dress shirts that line the space. There’s also a smattering of more-casual looks — but the focus is definitely on dress-up.
“I think we bring something different to the uniformity of Brooklyn,” de Jong said.
Suitsupply was founded in 2000 and now operates around 100 stores around the world. It entered the U.S. market in 2011 and now has 35 units in America. Off-the-rack suits start at $399 and go up to around $1,000. Made-to-measure — which has its own dedicated space in Brooklyn — is also offered starting at $1,100.
De Jong said the company rides out currency fluctuations and keeps its prices consistent. “It impacts the bottom line a little,” he admitted, “but we take a longer view.”
De Jong said the company will open a 9,000-square-foot store in Boston on Newbury Street at the end of this month, and St. Louis and Detroit are also in the plan for this year. He said Suitsupply is focusing more on expanding the mix in its existing stores than opening a slew of new ones. In SoHo, for example, another floor is being added to accommodate the company’s new women’s concept, Suistudio.
Outside the U.S., a store in Helsinki just opened and a Stockholm unit will debut in a few weeks.
He also revealed that the company is going to be moving its marketing department to New York from Amsterdam. Although Suitsupply’s design aesthetic will continue to be European, de Jong said “marketing was invented in the U.S.” and as a result, the nerve center needs to be here. But he stressed that the U.S. marketing team will be focused on attracting and retaining customers rather than traditional advertising.