Guide Shops | Street Fight

Bonobos, an Ecommerce Darling, Finds an Edge in Brick-and-Mortar

Steven Jacobs

Bonobos, an Ecommerce Darling, Finds an Edge in Brick-and-Mortar

Last year, Bonobos, the upstart apparel brand that exploded selling pants to young professionals online, did something that seemed counterintuitive: it opened a physical store. Street Fight caught up with Erin Ersenkal, VP of Guide Shops and planning at Bonobos, to discuss the thinking behind the move into brick-and-mortar retail, the benefit of a showroom approach, and the value of a physical presence in building a new brand…