Untuckit's founder Chris Riccobono makes a compelling case for why brick-and-mortar is not just relevant, but essential for DTC brands aiming for massive growth and brand presence. Despite pandemic-induced setbacks, Untuckit doubled down on physical retail, demonstrating its critical role in unlocking sustained success and customer connection for e-commerce businesses.
Key takeaways
DTC brands should view brick-and-mortar as a necessary component for significant growth and brand building, not an optional add-on.
Even in the face of widespread disruption like a pandemic, unwavering commitment to a multi-channel retail strategy can lead to stronger post-recovery growth.
Physical stores serve as more than just transaction points; they are crucial for enhancing brand perception and deeper customer engagement.
Strategic partnerships, especially with high-profile individuals, can significantly boost brand credibility and reach, as seen with Greatness Wins.
Identifying and solving a specific customer pain point, as Untuckit did with its shirts, is fundamental for achieving product-market fit and initial brand success.
Though Chris Riccobono didn't have any fashion experience when he launched menswear brand Untuckit, he managed to solve a problem in the business casual space. The company's dress shirts designed to be worn untucked have been copied by a plethora of competitors and fueled its profitable business.
Since entering the market 2011, the NYC-based DTC brand has seen its fair share of highs and lows: Prior to the start of the pandemic, Untuckit had expanded to 90 retail locations around the world, including six in Canada and a new store in England. But subsequent lockdowns forced Riccobono to temporarily close all locations.
"There wasn't one time during the pandemic that we gave in and said, 'I wish we didn't open these stores.' We stood behind them," Riccobono said on the latest episode of the Glossy Podcast. "You can't operate a massive growing men's retail business without having stores."
The slight setback didn't stop Untuckit's growth. Once the quarantine and guidelines lifted, and consumers began feeling comfortable in public spaces again, Untuckit sales ramped up. In 2021, Untuckit opened three new locations, including in Long Beach, California, Sarasota, Florida and Manchester, U.K.
Now, Riccobono is expanding his portfolio. In June, along with Derek Jeter, Misty Copeland and Wayne Gretzky, he introduced an all-new brand, Greatness Wins. It's centered on performance athletic apparel.
What does this episode say about retail & omnichannel?
DTC brands should view brick-and-mortar as a necessary component for significant growth and brand building, not an optional add-on.
What does this episode say about dtc strategy?
Even in the face of widespread disruption like a pandemic, unwavering commitment to a multi-channel retail strategy can lead to stronger post-recovery growth.
What does this episode say about founder & leadership?
Physical stores serve as more than just transaction points; they are crucial for enhancing brand perception and deeper customer engagement.
What does this episode say about brand & content?
Strategic partnerships, especially with high-profile individuals, can significantly boost brand credibility and reach, as seen with Greatness Wins.
What does this episode say about retail & omnichannel?
Identifying and solving a specific customer pain point, as Untuckit did with its shirts, is fundamental for achieving product-market fit and initial brand success.
