Bonobos is embracing its chino heritage in its new ad campaign.
It was 2007 when Stanford Business School buddies Andy Dunn and Brian Spaly set out to create a better-fitting chino. The pants were a hit and have been key to the company’s success for nearly two decades.
Over the years since, Bonobos has changed hands several times. It started as strictly a direct-to-consumer men’s brand and was sold to Walmart in 2017 for $310 million when the retailer was on its DTC kick to better compete against Amazon. When it retreated from that strategy in 2023, Walmart sold Bonobos to brand management firm WHP Global and Express Inc. for $75 million. Express filed bankruptcy the next year and was rescued by a consortium called Phoenix Retail that includes WHP, Simon Property Group and Brookfield. Phoenix is the current owner of Bonobos.
Last February, they brought in Greg Scott as chief executive officer of Phoenix, overseeing both Express and Bonobos. Scott, who has more than three decades of experience in the fashion industry including CEO of New York & Company and chief merchandising officer of Fashion Nova, said despite its string of owners, Bonobos is performing well.
“I think the reason is that we have a real consistent team,” he said. “Our head merchant has been with the business well over 12 years. A lot of people in design have been here eight to 10 years. So even through the different ownership groups and all the different machinations, the team has stayed very true to the roots of what Andy started so many years ago.”
He said the chino continues to be the “gateway” to the brand but other products have also become popular, including the button-down shirt and unconstructed blazer. “Yes, we sell chinos and pants, but we’re way more than that today,” Scott said. “The fact that [the collection] is designed in New York using great fabrics is the reason it has continued to sustain itself and grow.”
While online continues to represent the majority of Bonobos’ revenue, it also operates 49 Guideshops: retail locations that carry samples of the entire product line and allow customers to touch, feel and try on the merchandise and place orders.
Scott said that when Bonobos first opened stores where customers couldn’t walk out with their purchases, it was “revolutionary. But for this customer, it really works. Unless they’re getting something for a wedding that they need the next day, they’re a little less immediate need based,” he said. “They’re able to get fit by our guides and it’s an amazing experience. If we get their fit right, they’re our customer for at least four or five years. And that’s what I think has kept them so successful.”
In fact, he said Bonobos will be opening two additional Guideshops this spring in Woodfield Mall in Schaumburg, Ill., and Cherry Hill, N.J., taking over space formerly used by its sister brand, Express.
“At Phoenix, we have over 400 Express retail and outlet stores,” he said. But some of the locations are so large, it was easy to section off a piece, redesign the storefront and open a Guideshop. “They had entrances that could be completely isolated, so the consumer will never know they were ever connected, and it was a way to play to the real estate we already owned,” he explained. “If this works, there are probably five or six other opportunities in really premier centers in the United States.”
Nicholas Braun for Bonobos.
Courtesy of Bonobos
The Guideshops serve to introduce Bonobos to customers who may not be familiar with the brand. Ditto for the new spring ad campaign launching Tuesday.
Building on its goal of creating the best-fitting chinos, the campaign, titled “Still the Best Seat in Town,” tapped “Succession” actor Nicholas Braun to appear in the spots. He’s filmed inside a quintessential New York City coffee shop, talking about how many bad cappuccinos — and ill-fitting chinos — he’s had over the years. “Life’s too short for pants that don’t fit,” he says to the camera.
In the 10-, 30- and 60-second spots, “The Chino Roast,” Braun wears the Chino 2.0, a new version of the classic pant in double pleats and five-pocket versions, along with a button-down oxford and either a knit blazer or leather bomber. In March, the brand will introduce the Vintage Twill Chino, a roomier, ’90s-inspired fit.
“Nicholas Braun is the perfect fit for Bonobos, bringing the wry humor and confident style that make the brand feel both aspirational and authentic,” Scott said.
He said the actor’s personal style is “flawless — very tailored and refined — but sometimes he’ll add a little extra.” Scott said he was drawn to Braun’s “irreverence,” which he said was in line with the brand. “Bonobos has this classic, refined style,” he said. “There’s style, but it’s not pushing fashion in a very big way. However, there’s always a slight irreverence to it. We believe many of our current, and hopefully new, customers will relate and understand that with his character.”
The campaign will run across digital, social and paid media and will be supported by a CappuChino event in Bonobos stores on Feb. 21 in partnership with Gregorys Coffee.
