Among the many pandemic-inspired ways that retailers are changing how they do business, a greater focus on made-to-measure is high on most lists. With recent reports on men’s business ranging from ‘okay’ to ‘not great’ to ‘what business?’, merchants are increasingly reluctant to invest in inventory they’re not sure they’ll ever sell, or buy their ready-made fashion months in advance.
Enter Atelier Munro. This Amsterdam-based custom clothing business has become an atypical success story in North America since its launch at Mario’s (Seattle and Portland) five years ago. It’s now in all Harry Rosen doors, many of the best upscale specialty stores in the U.S., and sells in about 40 countries worldwide. Its success, according to retail partners, is based on quality tailoring; fabrics from the finest Italian mills; exceptional fit; extensive detail options for lapels, pockets, buttons, construction (half-canvas, full-canvas, hand-made, unconstructed), shoulders, linings, etc.; three- to four-week delivery; outstanding customer service; reliability, innovative technology; and a huge investment in training in-store sellers.
Explaining their next move, Jasper Willems, the vice president of sales for North America, and Sebastiaan Brouwer, the global sales director, announce that Atelier Munro is looking to become more accessible with an on-demand ready-made collection that retailers can “design” in an extensive, easy-to-navigate online virtual showroom. Offerings include not just tailored clothing but casual fashion from chinos to jeans to sneakers. Starting retail on a suit is $798, the average is $1,100; sportcoats range from $548-$900. Any order of two or more of the same style is considered ready-made; sizing has been perfected for North American body types and will require minimal, if any, alterations.
And of course, there’s a sustainability focus: every piece is made to last, produced in a way that’s both transparent and friendly to the planet. Says Jasper, “At Atelier Munro, our goal is for your clients to look incredible and feel empowered so that they can discover the best version of themselves and live up to their fullest potential.”
Atelier Munro’s on-demand ready-made and custom-made modules are targeted for 150 top doors in North America. For more information, email email@example.com.