DTC RETAILER UNTUCKIT EXPLORES WHOLESALE WITH DEBUT AT PROJECT LAS VEGAS

Men’s apparel brand UNTUCKit entered the wholesale market for the first time with its debut appearance at PROJECT Las Vegas earlier this month. The brand showcased its Fall ’24 and core collections, including button-downs, polos, sweaters, jackets, Henleys, pants, and more, to retailers nationwide. Exploring wholesale opportunities is part of the brand’s strategy to diversify its retail footprint and bring its wares to new audiences by partnering with top retailers.

“We couldn’t be more excited to enter this next phase of the UNTUCKit retail experience and ignite new conversations at PROJECT,” says Chris Riccobono, UNTUCKit founder and executive chairman. “After being asked for years, we’re excited to finally have these wholesale conversations with retailers, and we encourage everyone to stop by our booth. I’m excited to create new retail partnerships that will allow us to bring UNTUCKit to every home in America and beyond.”

UNTUCKit recently tested a pilot program with Macy’s to determine market appetite and how its products perform with an American retailer. The beta testing and partnership started in November 2023 and consisted of 49 different SKUs of men’s shirting on Macys.com. The data showed a positive response from consumers, which partly led to considering a broader wholesale strategy.

“We started UNTUCKit online in 2011, but retail has really been the backbone of our company since 2015. It’s a strategy we strongly believe in because customers love experiencing our products in person,” says Riccobono. “We’re committed to bringing the UNTUCKit experience to everyone in America, and showing at PROJECT Las Vegas was the first step in finding the right retail partners to help us achieve that dream.”