Page 27 - RLI December 2019 - January 2020

SOHO STORE SOHO STORE
New York, US New York, US

SPACE NK MARLBOROUGH
London, UK

on international retail expansion in the “We started
coming months and years, especially
across European countries such as UNTUCKit because
Amsterdam and Paris. we couldn’t find shirts
Many of the company’s product
and style developments come from that looked good
direct feedback that they receive from untucked. It’s a tough
their customers. When the classic
UNTUCKit shirt first took off and grew style to get right. That’s
a strong customer base, they began why we’ve created the
Look Good eople come in all shapes and sizes, it’s the way hungry for further products that fit at perfect casual shirt”
hearing from customers that they were
the right length.
“As we continue to develop new products, we always
they are made, but it is not how traditional shirts
keep in mind what will make it easier for our customer to
are made… enter UNTUCKit. Their designs allow
look and feel his best. Whether that’s something that will
Untucked Pfor the exact untucked length with over 50 fits for complement his existing UNTUCKit shirts or a new fabric
every shape and size with a contoured hemline, reinforced
that will feel great all day long, we develop with his wardrobe
collars and a signature sail.
in mind,” explains Sanandres.
The brand has come a long way from when Founder
Sanandres believes in staying curious about the customer
Chris Riccobono first created the Original Untucked Shirt
back in 2010. A year later he brought the now CEO Aaron and thinking about the different and maybe unconventional
ways to get the brand message to the right audience, as long
Sanandres on board and they’ve never looked back. The first as the correct audience is known. “While we do use social
UNTUCKit has totally reengineered the casual dress shirt so that every guy can have the UNTUCKit store launched in 2015 and today there are over media as a channel to discuss the brand, we tend to focus
85 across the globe. The majority of these are situated in the more on tried-and-tested methods such as TV commercials
perfect untucked length and that just-right fit. Here, Aaron Sanandres, CEO of UNTUCKit US, with the remaining units in Canada and in its recently or radio spots as they seem to be more effective for our
launched London stores. brand and our customers.”
sits down with RLI to discuss the growth of the brand to date and what the future holds. “Our growth as a brand has been incredible throughout The two factors that have kept customers loyal is the
the last year, both domestically in the US and in our new quality of the product and the customer service that the
markets in Canada and now the UK,” explains Aaron company offers, as without these it is difficult for anyone to
Sanandres, CEO of UNTUCKit. “Combined with the growing build a sustainable brand. From a quality perspective, there is
demand for our incredible product, we have seen an increase a lot that UNTUCKit does that its competitors and peers do
in brand recognition and physical retail expansion across the not, such as washing the fabric twice to minimise unwanted
globe. Our product offering has expanded to more than 50 shrinkage and achieve a sizing consistency across its range
fit combinations and 13 product categories, which has also that is hard to come by.
played a huge role in growing our business and introducing While it is primarily a clothing retailer, UNTUCKit is
the brand to a whole new group of customers.” a solution-oriented brand which allows them to focus on
Most recently, the company has opened the doors on its simplicity and differentiation in its product offerings. Opening
first two UK stores. Opened on 6 November, the stores are physical stores across the globe has also given them the
situated in Covent Garden and Westfield London, with both opportunity to create a bridge of trust between them and
carrying a selection of the UNTUCKit men’s line. The look their customers and allow them to function as a truly omni-
and feel of the stores matches the top-of-the-line customer channel business.
experience which has grown so popular for them in North “It all comes down to creating a seamless and accessible
America. The new stores even offer bourbon tastings for shopping experience for our customers,” says Sanandres.
customers as they shop, making them a true extension of “We started UNTUCKit because we couldn’t find shirts
the brand. that looked good untucked. It’s a tough style to get right. That’s
Following this recent launch, the brand is interested to see why we’ve created the perfect casual shirt. It has that just-
how the UK customers respond to the launch, both online right length, fits all shapes and sizes, and helps our customers
and in-store. In the meantime, they will focus predominantly look sharp, even at their most casual,” he concludes.

DECEMBER 2019 / JANUARY 2020 RETAIL & LEISURE INTERNATIONAL 27