Drew Green INDOCHINO CEO (Sep-Oct 21)

Founded on the belief that you don’t need to spend a fortune on a custom wardrobe, Indochino has taken the premium made-to-measure experience directly to the consumer and created a superior alternative to off-the-rack clothing, at ready-to-wear prices. Here, RLI sits down with CEO Drew Green to discuss how the company has grown and what its next steps are.

Born as a digitally-native company in 2007, Indochino creates made-to-measure apparel and in the ensuing 13 years has grown into a global brand by focusing on three core aspects, people, partnerships and product.
Since 2015 the business has focused heavily on growing its retail presence and now operates 79 showrooms across the US and Canada that offer a unique customer experience. Visitors make an appointment in their preferred showroom, where they get their measurements taken, select a fabric and create their own one-of-a-kind garment that is then shipped to them in a few weeks.
“Through our recent partnership with Nordstrom, who we believe to be one of the most innovative retailers of the last 100 years, 21 of our showrooms are now positioned within their luxury department stores. We are very excited about this and hope to grow to many more sites in the years to come,” explains Drew Green, CEO of Indochino.

Paramus Showroom 5 (Sep-Oct 21)
Paramus Showroom, New Jersey, US


“In terms of our showroom portfolio, right now we are focused on the US and Canada. Prior to Covid, we were looking to invest and increase our international revenue, but when the pandemic struck, we took this chance to double down on North America and launch our unique partnership with Nordstrom, which has allowed us to enter markets in the US we’ve wanted to be in for some time.”
Aside from this partnership they have opened several standalone showrooms over the past year in St. Louis in Missouri, Madison in Wisconsin, Dedham in Massachusetts, Manhasset in New York, Miami in Florida, and Portland in Oregon.
Looking forward, countries that excite the CEO are the UK, Japan and Australia and he anticipates that these three markets are going to be a major focus for the company over the next decade. UK customers can already purchase online like Japan and Australia, but the full Indochino experience can only be achieved with the omni-channel offering.

INDOCHINO Style Guide measuring customer 2 (Sep-Oct 21)


“Apart from retail growth, we are really excited about product expansion,” says Green. “This is something we’ve been working on for a number of years and have so far introduced chinos, casual shirting, outerwear and knitwear. It’s helping to round out our product offering and become much more than just a suiting company that we are known for now right now,”
The brand has come a long way in a short period of time. To maintain and grow this position they listen to their customers and choose where to innovate by understanding what they want as part of their wardrobe.
“We’re in a fortunate position where we have loyal customers who shop with us multiple times a year. We’ve built great relationships and will continue to listen to them, bringing new products to market and altering the way we operate across our showrooms and online platforms,” Green highlights.
From a social perspective, Indochino has aligned itself with what we would call influencers, although Drew has a slightly different perspective on this and instead feels it is opportunities for brand association, whether that be through celebrities, athletes or professional sports teams. For example, the recent NBA draft featured many draftees wearing Indochino, which was highlighted across social media platforms.

INDOCHINO Shop at Nordstrom Towson Town Center 2 (Sep-Oct 21)
INDOCHINO Shop at Nordstrom Towson Town Center, Maryland, US


Green feels that the supply chain of the business is one of the best in the industry, bolstered by the company’s Chinese manufacturing partner and shareholder, Dayang Group, and shipping partner DHL, among others.
This, along with its fast-growing retail network where Indochino showrooms are already present in the majority of states as well as Canada, are key differentiators for the brand.
“I believe we are changing the way a generation of men buy apparel and it is not just about the product; it is about the experience of designing a one-of-a-kind garment and knowing that there is not another one like it in the world,” emphasises Green.

INDOCHINO Tartan Navy Tuxedo (Sep-Oct 21)
INDOCHINO Felton Check Warm Gray Blazer (Sep-Oct 21)


As the interview draws to a close, we ask Drew what he feels is the greatest challenge facing the company?
“To ensure we remain successful on a global scale, we need to execute our international retail rollout exceptionally. We’ve had so much success in North America and even through the pandemic we delivered in over 50 countries, but to grow our store network in somewhere like the UK for example, it’s vital that we present our showroom experience in the right way. It’s a challenge, but one that we are excited to take on.”
“To ensure we remain successful on a global scale, we need to execute our international retail rollout exceptionally. We’ve had so much success in North America and even through the pandemic we delivered in over 50 countries, but to grow our store network in somewhere like the UK for example, it’s vital that we present our showroom experience in the right way. It’s a challenge, but one that we are excited to take on.”

www.indochino.com