UNTUCKit has carved out a unique niche in the menswear market by offering shirts specifically designed to look good untucked. Founded in 2011 by Chris Riccobono, UNTUCKit identified a gap in the market for better-fitting, stylish shirts that could be worn without tucking in. This innovative idea quickly resonated with customers, propelling UNTUCKit from a direct-to-consumer online brand to a profitable company with a growing brick-and-mortar presence.
The Journey from Inception to Profitability
Chris Riccobono, frustrated with the fit of traditional button-down shirts, created UNTUCKit to provide men with a better option. Alongside co-founder and CEO Aaron Sanandres, Riccobono launched the first UNTUCKit shirt, which immediately garnered a strong customer base. The brand’s success led to the opening of their first physical store in Manhattan’s Soho neighborhood in 2015.
Despite initial skepticism about the need for physical stores in a digital age, UNTUCKit found that a significant number of customers preferred to see and feel the products before purchasing. This customer preference helped UNTUCKit thrive, even during challenging times like the COVID-19 pandemic, by reducing marketing costs and relying on brand loyalty.
Strategic Expansion and Future Plans
UNTUCKit is now focusing on expanding its physical and wholesale presence. By the end of 2024, the company plans to open 14 new stores, bringing its total to nearly 100 locations across the United States, Canada, and the United Kingdom. This expansion includes three new stores in Los Angeles and additional locations in Georgia, Florida, New Jersey, and Long Island, New York.
Moreover, UNTUCKit is set to enter the wholesale market, targeting independent clothing stores and small chains. The company showcased its fall 2024 line at the PROJECT Las Vegas show, highlighting its commitment to reaching customers through various channels.
Sustaining Growth and Industry Impact
The physical stores have been crucial in differentiating UNTUCKit from other online clothing brands. Riccobono emphasized the importance of stores in establishing customer trust and ensuring profitability, with nearly all UNTUCKit stores performing well on a per-store basis. The company’s plans for the future include opening up to 75 additional locations and expanding into new international markets within the next 18 months.
Riccobono believes that partnering with independent stores will be pivotal, as these local retailers can help customers navigate the vast array of brands available today. By continuing to innovate and expand strategically, UNTUCKit aims to solidify its position as a leader in the menswear market, offering stylish, untucked shirts for the modern man.
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