Bonobos unveiled their premier flagship on Fifth Avenue last night to a crowd of patrons and influencers. Founder Andy Dunn shared the impetus for the Guideshop concept, bridging the gap between e-commerce and traditional retail. “People want to touch and feel [the clothes]. This gives them the opportunity to get styled and fitted before making a purchase.”
Bonobos has been at the forefront of what used to be a risky industry, first perfecting the chino and now expanding to a full range of men’s apparel. The Guideshop provides customers with a seamless shopping experience in the two story, 4,000 square foot space at 17th Street.
Guests were welcomed with array of cocktails and wines, ales from Brooklyn Brewery, hors d’oeuvres from Chef John DeLucie of Crown and The Lion, and music by DJ Fraco V. Artist Kyler Dannels mastered the design accents with custom porcelain sculptures, floor-to-ceiling paintings, and elaborate window displays to complement the interior layout of Bonobos’ largest space.
This launch was in conjunction with the Bonobos Orphan Project – a new charity campaign that will raise awareness and funds for the threatened ape that is the e-tailer’s namesake.
The evening was capped off with the formal introduction of CEO Fran Della Badia, as Dunn steps into a new role as Executive Chairman. Guests left with a ‘swag bag’ featuring a Bonobos pocket square and a celebratory Nicaraguan Robusto from Madison Avenue staple, Davidoff Cigars.
The Guideshop officially opens today at 10 AM, so make an appointment or pop in for a “perfect fit and painless shopping”.