Bonobos Launches on Boston’s Newbury Street

Thursday Apr 26, 2012

Boston, MA - Bonobos, the largest Internet-launched clothing brand in the United States, announced the opening of their first standalone offline location. 

Evolving the traditional brick and mortar model toward in-person service, Bonobos is introducing The Guideshop in Boston, its first store outside the company's New York City headquarters.

More of a direct service experience than traditional retail shopping, Bonobos Guideshops will offer personalized, one-to-one service for customers to be guided through the brand's energetic line. 

Located in the heart of the Back Bay's famed shopping district on Newbury Street, Bonobos will be open for scheduled one-on-one appointments and walk-ins beginning May 1.

The Bonobos Guideshop merges the world-class service and attention the brand's online customers are accustomed to with a physical space for those who want to see, touch, and try-on the clothing in person. Leading the experience are Bonobos Guides, experts trained in fit and style that walk customers through Bonobos' range of offerings, from suits and denim to button-down shirts and washed chinos.

Bonobos Guides provide the hybrid service of a personal shopper, tailor and stylist in a relaxed, one-on-one private shopping environment without the lines, crowds and hassle of a traditional retail store. 

"We chose Boston as our launch city because we have a vibrant and amazing group of customers here. Guys in Boston wear color well, love our fit and sense of humor, and have been incredible brand advocates for us since our first pants parties here in 2008," says Andy Dunn, Bonobos CEO and founder. "We feel lucky and excited to share with them what we at Bonobos think is the future of retail."

Bonobos Boston follows the success of the Guideshop at Bonobos HQ in New York, whose sales per square foot are five times the industry average, a result that Bonobos attributes to the high-touch service model. Guideshops will continue to launch in select markets over the next year with Bonobos Palo Alto launching this summer in tandem with the opening of the company’s Silicon Valley office.

Bonobos is a clothing company focused on delivering great fit, high energy, and superb customer experience. Launched in 2007 on the Internet with its signature line of better-fitting men’s pants, Bonobos is now the largest apparel brand ever built on the web in the U.S. In 2011 Bonobos extended offline, launching Bonobos stores called Guideshops, to bring personalized, one-to-one service to those wanting to experience the brand in-person.  

In 2012, Bonobos is expanding its distribution to a partnership with Nordstrom, bringing Bonobos apparel into twenty doors nationwide and to Across channels, Bonobos is focused on delivering a well-targeted brand promise: world-class fit, an innovative shopping experience and an energetic brand spirit.

Bonobos was named "One of America’s Hottest Brands" by Advertising Age, "Best Men’s Pants" by New York Magazine, one of Inc. Magazine’s "20 Awesome Facebook Pages" and was awarded Crain’s "Best Places to Work in New York City."  


As an added incentive, Bonobos is offering a special discount to EDGE readers who book a Guide appointment at Book an appointment by May 15th - and EDGE readers are eligible to receive 20% off on their entire first purchase at the store by simply referencing "Edge Boston" when scheduling.


Bonobos Boston is located at 85 Newbury Street, Suite 2E and is open for appointments Monday through Wednesday and Saturday from 10am to 7pm; Thursday and Friday from 10am to 8pm.

For easy scheduling, appointments can be booked by visiting

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