Bonobos Expands To Nashville With New Guideshop

by MR Magazine Staff

New York-based Bonobos, a pioneering menswear brand that gained popularity for its flattering fit, has expanded to Tennessee with a brick-and-mortar in Nashville. The 1,550-square-foot Bonobos Guideshop opens Friday at the Hill Center Green Hills next to West Elm and across from Whole Foods Market. The e-commerce upstart launched in 2007 when the founders, two Stanford Business School students, designed their own pants because they couldn’t find ones that fit just right. Bonobos pants have a signature curved waistband and a trimmer, more flattering cut with a medium rise, according to the website. They also have brightly colored pocket liners, which is a defining feature for the brand. Bonobos has since attracted high-profile investment from retail giant Nordstrom and the brand’s chinos have found their way into men’s closets across the country. But like eyewear retailer Warby Parker, Bonobos found customers wanted to feel and try on apparel before buying. “Through (our) evolution we had many customers early on coming to us asking us to try on the goods, so we would invite them into our headquarters,” said Bonobos chief revenue office Erin Ersenkal. Read more at The Tennessean.