Tommy John has made its way to Macy’s.
The men’s underwear brand, which was founded by Tom Patterson in 2008, began as an online-only company, but eventually moved into wholesale partnerships with Nordstrom and Men’s Wearhouse. Now, the company has secured a selling area at Macy’s Herald Square where Tommy John will operate a holiday pop-up that’s open through January.
“The underwear section of any department can be a very crowded space with hundreds of brands, styles and silhouettes cramped into limited square footage,” said Patterson. “By choosing to launch the Tommy John pop-up in Macy’s Herald Square, we’ve pulled Tommy John away from all the underwear brands on the market and taken over our own space to showcase the product and its features and benefits.”
In addition to a pop-up that showcases what Patterson described as an improved shopping experience that transforms underwear from a commodity to a more considered purchase, the company made a splash with an appearance from comedian Kevin Hart, who invests in Tommy John and recently released collaborative product with the company. The first 200 customers who purchased pieces from the Tommy John x Kevin Hart collection were able to meet Hart, take a photo with him at a VIP event on the sixth floor. Patterson said it was their most successful day in Macy’s to date.
This pop-up comes shortly after Tommy John opened its first stand-alone store outside of Philadelphia in the King of Prussia mall. Patterson and his team are attempting to elevate the underwear shopping experience for men and women. Within the shop, all product is hung at eye level to prevent crouching down to select items. They’ve dubbed sales associates “comfort concierges” who can walk shoppers through the product offering, and they’ve created a lounge area within the store where shoppers can drink local Philadelphia beers as a sports game plays in the background.
Next year will be Tommy John’s 10th anniversary and according to Patterson, they are using their retail activations as learning labs and will use the findings to build out more brick and mortar locations.
“From Day One, we’ve valued both a direct to consumer online and wholesale business. We’ve always understood customers embrace an appreciate both options,” said Patterson. “Our own brick-and-mortar experience is important to Tommy John because we want to create another touch point for our customers and prospective customers to experience the brand and learn about the entire product offering. More often than not, underwear is purchased on auto pilot and we want to challenge the way men and women shop for men’s underwear while showcasing the other products we carry.”