Walmart-owned brand gets more inclusive
Bonobos has made a move that could expand its customer base.
The Walmart-owned upscale menswear brand launched an extended-sizing line that fits men up to size 54 and 4XL. The pieces feature details such as larger buttons and pockets for better proportions, as well as better-fitting collars and two-piece sleeves, according to the website.
The line includes t-shirts, button-down shirts, blazers, and pants that feature taller waistbands, extra belt loops, and hidden stretch fabrics, among other details. Walmart acquired Bonobos in June 2017 for $310 million in cash.
Brad Andrews, Bonobos’ co-president and chief merchandising officer, told Business Insider that the line looks beyond “body coverage,” and instead focuses on fit. While this line targets customers who are proportionally bigger, he added that Bonobos plans to add fits for men who are more triangle-shaped and upside-down-triangle-shaped.