Dive Brief:

• Following a test rollout of its women’s custom suit offerings at select company showrooms, apparel brand Indochino announced it was expanding its women’s offering to all stores and to its e-commerce site, per a company press release. 

• Indochino first announced its intention to start a women’s collection in late 2021, and formalized the pilot program in August 2022 with a test in eight of its retail locations.

• The expanded women’s offering was announced simultaneously with the launch of Indochino’s Spring/Summer 2023 collection, which features its first ever dual-gender campaign imagery.

Dive Insight:

Acknowledging its success with the women’s pilot program, Indochino is expanding the offering to its online channel as well as to all 86 of its showrooms.

Founded in 2007 as a pure-play e-commerce made-to-measure men’s suiting brand, Indochino has shown growth over the past several years with a business model that marries individualized custom made suits with a moderate price point.

In 2021, the company opened 21 shop-in-shops within Nordstrom as the DTC brand continued to build its brick-and-mortar presence.

As a private company, Indochino does not release specific sales numbers, but it did report that year-over-year revenue increased 40% in 2022 and EBITDA remained positive. The brand also reported that in 2022 it sold its one millionth suit.

Retail sales of men’s suits in the U.S. increased 52% to $1.8 billion year over year, according to data analytics firm Circana. Women’s suits were up as well last year, increasing 15% to $883 million in 2022.

Priced similarly to its men’s suits, the Indochino women’s collection comes in both a premium and luxury version and, at the time of its launch, sold suits starting at $449, and separates starting at $99.

"We are pleased with the early success of our women's fit and look forward to seeing its continued growth fueled by this expansion across e-commerce and our physical showroom network," Drew Green, CEO of Indochino, said in a statement. "Our mission is to empower shoppers to place themselves at the center of their own story, guiding them emotionally and practically through the process of creating custom clothing to feel like their truest self.”

Indochino’s dual-gender advertising campaign was photographed in Oaxaca, Mexico. According to the company release, the collection and campaign imagery were inspired by the city's lively colors, rich heritage, artistic architecture, and textile making traditions.