Bigger is bigger for Tim White, a 29-year-old hairstylist.
The Bridgeport citizen takes pride in his clothing. But his 52-inch waist makes it no accessible assignment to boutique for clothes at a archetypal men’s store.
All but a few of his clothes appear from Destination XL, a Canton, Mass.-based banker that’s aggravating to rebrand itself as a one-stop boutique for big and alpine men who are absorbed in upscale, private-label offerings as able-bodied as artist accoutrements from Michael Kors, Brooks Brothers, True Religion, Lacoste and Tommy Hilfiger.
“DXL is added high-end, and they’re aloof added 18-carat in the help,” White said. “It feels like they absolutely appetite to advice you acquisition what you want.”
A new Destination XL boutique at 133 E. Chicago Ave. is one of about 60 nationally that will accessible this year, replacing food that operated beneath the Accidental Male XL and Roer Big & Alpine names. By the end of 2015, Destination XL Group Inc. hopes to complete its rebranding, with some 225 to 250 U.S. food operating beneath the new name.
“This isn’t aloof antiquated clothes and aggregate in atramentous or gray,” said David Levin, admiral and CEO of Destination XL Group. “We accept whatever is accident out there in the approved sizes.”
At pale is a bazaar that’s appropriately big: IBISWorld Inc. pegs the bazaar for larger-size men at $3.5 billion annually in the U.S., and growing 6.5 percent per year through 2017. The analysis close defines the big and alpine men’s bazaar as consumers with waist sizes of added than 40 inches or heights of at atomic 6 anxiety 2 inches. That equates to about 11 percent of the men’s accoutrement business.
The alternation is aiming to home in on men with a waist of 42 inches to 46 inches, shoppers who haven’t been well-served by acceptable retailers’ bricks-and-mortar food and who additionally are adequate with arcade online and through catalogs, Levin said.
At about 8,500 aboveboard feet, the DXL shops are about three times bigger than Accidental Male shops, acceptance them to adapt articles by lifestyle: active, traditional, avant-garde and adolescent men’s. They’ll additionally backpack added brands, absorb beyond aisles and applicable rooms, and affection sofas and chairs for watching flat-screen TVs set to antic events, Levin said. Each abundance additionally has a Polo Ralph Lauren shop. Shoes are sized from 10 to 15, in widths to 4E.
“They can be 15 years old or 80 years old, authoritative $30,000 a year or $3 actor a year,” Levin said. “We accept their lifestyle; and good, bigger and best amount credibility to accomplish any guy’s wardrobe.”
Destination XL operates 20 food in Illinois, with food in Orland Park, Skokie and on Chicago’s Near North Side aperture aing year.
The angle for plus-size men’s accouterment is good, with bigger guys athirst for beautiful clothing, said Marshal Cohen, arch industry analyst at The NPD Group.
“They appetite fashion, too. It’s no best article they’re accepting: your basal alloyed shirt, khakis and basal shoes,” Cohen said. “This is about accepting cast names that the barter are accommodating to pay for. A guy that spends time in the gym doesn’t charge old, dotard clothes.”
Other retailers are demography note. JCPenney in 2011 launched a abstracted website and opened the aboriginal of its 10 big and alpine retail shops alleged The Foundry Big & Alpine Supply Co., called for its clandestine action and accidental label. About 1,000 JCPenney food accept big and alpine areas targeting adolescent customers.
Big and alpine annual accounts for about 30 percent of annual at Men’s Wearhouse, which has added than 1,100 food nationwide, said Mary Beth Blake, arch affairs officer. That’s up 5 allotment credibility from bristles years ago. Big and alpine sales accept developed on boilerplate 4 percent a year in that period.
“It has been a able advance agent for us over the aftermost several years.”
The alternation carries jackets as ample as admeasurement 70. Acceptable food usually accede annihilation aloft a 48 as plus-size and ability go as aerial as 58, Blake said.
Meanwhile, online banker KingSize said sales accept added in contempo years.
“We were afraid aback The Foundry opened up and DXL opened up. But some of the best sales assets we’ve had (have) been in the aftermost two years,” said David Reinke, carnality admiral and accepted cast administrator at KingSize, which carries mostly clandestine characterization sports, business and alive abrasion in big sizes up to 10XL, alpine sizes up to 7XL and shoe sizes up to 18.
Its archetypal chump spends about $90 per appointment and buys from the armpit several times a year.
“For the big and alpine guys, they adulation the Web because they accept a abundant broader array to accept from,” Reinke said. “We acquisition already addition starts acclimation online and we get them into their actual applicable size, they don’t go back.”
Total sales at Destination XL Group accept remained almost collapsed for the accomplished four budgetary years at a little beneath than $400 million. But Destination XL same-store sales accept been growing faster than sales at the company’s 246 Accidental Male retail stores, Levin said. That led admiral to acceleration up the aperture of Destination XL food and retire the Accidental Male concept.
Destination XL food saw same-store sales acceleration 16.5 percent in the additional quarter, compared with a 0.8 percent access at Accidental Male. Direct sales — from the Internet and its archive business annual for about 20 percent of the company’s sales.
Destination XL assemblage are added common shoppers and absorb added per trip. Levin said the boilerplate transaction at Accidental Male is about $100, compared with $160 at DXL.
That’s partly because the food advertise pricier items. A Polo shirt sells for $95, a Tommy Hilfiger sports covering costs $348 and a Remy covering anorak carries a $2,495 tag. Made-to-measure suits, area barter baddest fabrics and belt and collar styles, run up to $700, Levin said.
The dressier items accomplish up the chain’s fastest-growing category.
“Our Accidental Male food didn’t accept the amplitude to backpack this blazon of product,” Levin said. “This is the acme of what our barter told us they capital advancing to reality.”
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