Page 23 - #189 March 2024

Paramus, New Jersey, US

The Perfect Fit Paramus, New Jersey, US

Founded on the belief that you do not need to spend a fortune to build a custom Away from their store portfolio and online presence, they continue to do so. Green tells us that they have almost tripled the amount of content
wardrobe, Indochino has taken the premium made-to-measure experience direct to the evolve and expand through their integration into current and mainstream released in recent times and this is set to continue with some exciting
plans in place throughout the year with their partners, which revolve
culture, which incorporates their partnerships with sports teams, high
consumer, creating a superior alternative to off-the-rack clothing at ready-to-wear prices. school and university leagues. This strategy is helping to grow the brand around content and great storytelling.
Here, we speak with Drew Green, CEO of Indochino to discuss how the business has on multiple different levels and increase their cultural reach. As our conversation moves onto the topic of sustainability and the
Since its inception, Indochino has always looked to expand its product
become the largest exclusive made-to-measure apparel company in the world. assortment into new categories. Last year they took the next step in this place this now holds in customer’s minds, the CEO points out they
have almost zero waste and that their return rates are less than one
uilt to inspire confidence that people admire, Indochino allows development and launched its women’s made-to-measure line, which per cent. In addition, as the brand in non-inventory and do not have
Bcustomers to step into the shoes of a designer to create custom Today the business operates a total of 83 retail locations across the has had a tremendous response. Having been in the works for a long excess at the end of every quarter, season or year, there is no wastage
suits, shirts, chinos, blazers and overcoats. Selecting from hundreds of US and Canada and in recent months they have focused on profitability time, Drew and the team around him are very proud of what they have on an ongoing basis.
fabrics and endless personalisation options, people can create a garment and the bottom line. “Our EBITA has increased by 350 per cent and achieved with the women’s line and are looking forward to seeing how “We have great experience in how to run a sustainable retail brand,
that is then made to their precise measurements and shipped directly to this was our key focus for 2023, so much so that we did not open any it evolves in the coming months and years. we are very aware of how important it is and moving forward we will
their doors within three weeks for a great fit that is hassle free. new showrooms last year,” explains Drew Green, CEO of Indochino. Just like their menswear range, there are literally tens of millions, if continue to look at other initiatives we can implement.”
Having recently celebrated its 15-year anniversary, Indochino began “As for 2024, this is a different story as we will be opening as many not hundreds of millions of product combinations that a customer can Discussing the key drivers behind the success of the brand in the last
life as an online-only company, increasing its presence gradually before as 57 new locations. Seven of these will be flagship sites and the create and the idea is that it is one-of-a-kind garment that is designed 15 years, Drew comments that they have a relentless focus on people
really gaining traction across 2014 and 2015, when they committed to remaining 50 will be opened with our partners, so we have an exciting and made to fit each individual customer. and having the best people possible in the business, on their board and
an omni-channel strategy. Since then, the company has grown by year in store.” After a turbulent few years for the retail industry as a whole, the as partners and shareholders.
around 900 per cent. Discussing the development pipeline, Green highlights that while ‘experience’ a brand offers is more pertinent than ever. At Indochino, “Secondly, I would say the refinement of our product has been pivotal
the idea of expanding the brand’s physical locations to countries such they feel they have a fantastic opportunity to offer a unique experience in any success we have had and making our products the best in the
as the UK, Australia, China and Japan is exciting, for the moment every time a customer walks into one of their showrooms. industry have helped us to become the market leader. Finally, I would say
their store portfolio will focus on the US and Canada. However, their “Most people who come to our stores have booked an hour with partnerships are crucial and we have been fortunate to have exceptional
online presence does continue to grow and last year a style guide, who then helps the customer design their one-of-a-kind partners such as Dayang Group and Nordstrom.”
they delivered to 57 countries. garment and so this relationship, that customer experience that can Before our time with Drew runs out, we ask what the greatest
be developed through this one-on-one interaction, is unique. When challenge is facing the business?
compared to other brands in the industry, we remain committed to “There is a lot of change that has taken place in retail in the last couple
selling an experience versus a product and we are continuously trying to of years, some businesses have struggled, some are looking to find
enhance that experience,” Green highlights. their way and some have had great success. For us, we are constantly
Social media platforms are now so important that every retail inundated with fantastic opportunities and my greatest challenge is to
company must utilise its potential and for a business like Indochino, who ensure we stay focused and we choose the right things to keep moving
want to tell great stories, these platforms offer them the opportunity to us forward towards continued growth online and offline.”

Kansas, US