Bloomingdale’s is doubling down on Rhone for Father’s Day and beyond.
The lifestyle brand, known for its men’s activewear and performance “Commuter” apparel, is carried at 19 Bloomingdale’s stores and online and is a major driver of its wholesale business, which is currently up 30 percent year-over-year.
And with Father’s Day approaching on June 21, the department store devoted the windows at its 59th Street flagship on Wednesday to the brand and its Summers at Play campaign. The breezeway in the store will also be dedicated to the brand. Then on Saturday, the retailer will host a custom embroidery activation with Rhone at the flagship as well as its locations on Michigan Avenue store in Chicago and Short Hills, N.J.
In addition, the retailer will be opening Rhone shops at Bergen Town Center in New Jersey, Chestnut Hill in Massachusetts and White Plains, N.Y. in mid-August featuring full branded build-outs with permanent Rhone fixtures. And Bloomingdale’s will also add Rhone’s women’s collections for the first time in Bergen Town Center, Chestnut Hill, White Plains and 59th Street.
“Rhone continues to resonate because it delivers the ideal balance of performance, versatility, and clean, modern style — qualities that really define how our customer wants to dress today,” said David Thielebeule, fashion director of Bloomingdale’s. “As we expand our partnership through immersive experiences, dedicated shop-in-shops, and the introduction of Rhone women’s, we’re creating even more opportunities for customers to engage with the brand in new ways. We’re excited to support Rhone’s next phase of growth and bring its dynamic lifestyle vision to Bloomingdale’s customers across the chain.”
Rhone is also featured in the breezeway at Bloomingdale’s 59th Street flagship.
Courtesy of Rhone
Nate Checketts, cofounder and chief executive officer of Rhone, added: “We’re incredibly proud of the growth we’ve achieved with Bloomingdale’s over the last several years. As our first major wholesale partner, Bloomingdale’s has played an important role in Rhone’s growth journey, and we’re proud to continue investing in the relationship together. As Rhone expands across wholesale, we’re focused on partnering with retailers that share our long-term vision for the brand and understand how today’s consumer shops. These new activations and expanded retail experiences are a testament to the strength of our partnership and the significant opportunity we see ahead.”
Megan Englebrecht, vice president of sales for Rhone, added that as Rhone expanded its offering across stores and categories, business with Bloomingdale’s has grown. “These new retail experiences not only allow us to showcase the full breadth of the Rhone brand, but also mark an exciting milestone as we introduce Rhone women’s into select Bloomingdale’s locations for the first time, creating new opportunities to connect with customers across the business.”
Rhone started out as a men’s performance brand in 2014 and over the years has expanded into a full lifestyle collection. It created its first women’s capsule in 2020 and three years later introduced a full collection of sport and lifestyle pieces.
