Bonobos Guideshop Caters To Customer Service Experience
E-tailer Bonobos is taking its fresh take on retail by opening a new two-story, 4,000 square foot store in New York City’s Flatiron District. The Bonobos Guideshop is located at 95 Fifth Avenue on the corner of 17th Street, formerly a Kenneth Cole store. This is the brand’s fourth location with existing units in SoHo, Brookfield Place, and its Headquarters also located in Flatiron. The space is designed as a showroom, displaying the website’s offering in a wide range of sizes and colors to try in store. Instead of housing inventory in store, the emphasis in Bonobos Guideshops is solely on the customer service experience.
Customers are provided expertise on fit and style decisions from the associates, also known as Bonobos Guides, in a one-one-environment. Selections are made via the website, and then purchases are shipped free of charge directly to the customer’s home or office to eliminate the hassle of carrying shopping bags. “Our Guideshop model started as a test a few years ago and has quickly become one of our lead marketing and customers service channels. Brick and mortar isn’t going away, but it has evolved in the digital age,” noted Bonobos CEO, Fran Della Badia. “We’re excited to bring this highly personalized, customer-centric retail concept to the epicenter of the fashion and shopping world by opening our flagship Guideshop on New York City’s Fifth Avenue.”
The first floor includes the brand’s casual assortment, including shirts, chinos, denim, shorts, sweaters and knits which will be updated seasonally. The top floor houses business and formal wear featuring tailored suits, dress shirts, blazers, ties and tuxedos. If you are a groom to be, the Groomshop is also available to get you wedding ready. Also, located on the top floor is an edited selection of essentials from the company’s women’s brand, AYR, (which stands for All Year Round) to try on at this location. In addition to AYR, Maide, the company’s new golf apparel is also featured at the Fifth Avenue location.