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Published
Feb 3, 2017
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Aussie fashion startup InStitchu arrives in New York

Published
Feb 3, 2017

InStitchu has opened its first physical store outside of Australia and New New Zealand, setting up home in New York as demand continues to drive the brand toward international growth.


Inside the new InStitchu New York showroom



The online-turned-multichannel retailer has established a name for itself as the seller of made-to-order suits, which are more affordable and easier to order than traditional tailor-made suits. When shopping online, customers can simply enter their measurements. From here, the suit can be designed and customised, arriving three to four weeks later.

After launching the platform five years ago, founders Robin McGowan and James Wakefield, took the plunge and opened a small number of physical locations too, with sites in Brisbane, Sydney, Melbourne, Canberra, and Auckland bowing in quick succession.

McGowan told local media the New York move was a natural one, considering the growing number of custom coming out of the U.S. online.

“We have had US customers ordering online for years, but some shoppers — predominantly wedding groups — have the desire to feel the fabric and talk to a real person before purchasing,” McGowan told Business Insider Australia.

InStitchu hit $10 million in turnover at the end of last year, citing an average customer re-orders every 120 days. Repeat business accounts for the majority of its orders, said the duo.

More InStitchu showrooms are due roll out across the U.S., without further details provided for exactly when or where.

The US menswear industry value is projected to grow at an average annual rate of 16.2% over the 10 years to 2021, according to IBIS World.

InStitchu's New York showroom is located at 27 W 24th Street, New York.

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