New to the Woodward Avenue retail scene is Bonobos, an e-commerce-driven menswear brand that provides a personal customer service experience led by style experts, referred to as “Guides.”
The 1,700 square-foot store, referred to as a “Guideshop,” offers shoppers the opportunity to see and try on the clothing in person prior to making a purchase online.
Guideshops, explained by Erin Grant, Bonobos spokeswoman, are an extension of the products available online. “It’s like walking into our website,” she added.
Founded in 2011, the Guideshop model is an in-store, one-on-one shopping experience led by experts of the brand trained in fit and style who “guide” customers through their selection of suits, pants, outerwear, golf apparel, activewear and more.
While store walk-ins are accepted, Bonobos recommends customers to make an appointment to visit the Guideshop. During their appointment, customers are able to meet one-on-one with a guide, much like a personal shopper, who shows them around the store, finds their perfect fit and style, and then places an order, shipped directly to the shopper within two to five business days.
“Bonobos was founded on the idea of a better fitting pant,” said Grant. “Our fit comes in all shapes and sizes and there’s something for everyone.”
According to Grant, Bonobos founder, Andy Dunn, was frustrated with the fit of men’s clothing, especially pants. In response, he created a curve into the waistband of the pants, lifting up the backside to eliminate fabric with a slim, comfortable look and feel.
Grant describes the Bonobos style as modern and classic, with splashes of print and color to add a sense of style.
The downtown Detroit location features white oak, hickory and black steel fixtures, with an all glass storefront. Donning the space are photographs of Detroit’s party scene and artwork like album covers from local artist & DJ duo, Jon Dones and Ash Nowak.
“Detroit is a market we’ve been eyeing for awhile,” Grant commented. “Detroit is an up and coming area and the revitalization was a real draw for us.”
Grant explained how the fall catalog was shot in Detroit in summer 2016. The company took the time to visit the city and fell in love, scooping up the Woodward retail front as a “great opportunity.”
Bonobos will be rolling out their spring selections in the next few weeks, with the much anticipated summer collection just around the corner.
Bonobos plans to integrate with the surrounding community, getting to know the neighborhood and partnering with locals and local businesses.
You can visit Bonobos at 1417 Woodward Ave., open Monday – Saturday 11:00 a.m. – 7:00 p.m. and Sunday noon – 6:00 p.m.