Bonobos Welcomes Showrooming, Webrooming

By Hannah Ash, contributing writer

E-tailer Expands Guideshops Into Dallas Market

Founded in 2007 as on online-only retailer by two Stanford Business School roommates, Bonobos began offering men’s clothing through its website. In just six months, founders Brian Spaly and Andy Dunn, grew the business to five employees and more than $1 million in revenue. Today, Bonobos remains an online retailer first while commanding a clear presence in the physical retail realm.

Clothing, regardless of providing detailed measurements, isn’t always the easiest purchase to order online. Bonobos found its customers were asking for the opportunity to ‘try before they  buy’; in 2011, the online-only retailer ventured into the brick-and-mortar world with the opening of its first Guideshop in New York City. Though the shop showcases Bonobos clothing, and was staffed with guides who work to help shoppers find items that both fit them and their style, Guideshop consumers don’t actually buy anything at the store — and they don’t actually leave with anything. Appointments to browse are made online and Bonobos guideshops function merely as showrooms: all Bonobos transactions take place through e-commerce and the postal system. As one Yelp reviewer commented on their experience at the San Francisco Guideshop, “Imagine the website came to life in a real-live store with awesome stylists to help you pick out the right items. You buy everything through the website, but you get to try on all the fits and see the colors.”

First having received backing from investors such as Jetblue’s chairman, Bonobos appears to be exceeding expectations as it redefines the retail experience for its shoppers. The retailer teamed up with Nordstrom in 2012 to bring some of its web-only products to the luxury chain, with Andy Dunn stating then, “we understand there are people who still want to touch and feel clothing before they purchase. We realized we needed help expanding beyond our Web-only roots. On June 6th of this year, Bonobos will open its Dallas Guideshop location, adding to its other locations in Bethesda, MD.; Boston; Chicago; Washington, D.C.; New York City and San Francisco. Bonobos indicated the Dallas opening is a glimpse at things to come, with plans to announce several more locations in the coming months.