Destination XL [site: http://uk.rochesterclothing.eu] has been doing well since it first opened its new stores and is seeing higher average transactions for the big and tall men’s clothing chain.
The company recently opened the first two Destination XL stores, one outside Chicago and a second in Memphis. Its third location, in Las Vegas, opened last week. The store is bigger and offers a greater variety than either individual chain. A forth store is to open some time in September in Houston.
“Now we have a vehicle that we can take anywhere,” Chief Executive David Levin told Reuters in an interview. “It’s like a Casual Male store on steroids. We’re very pleased with the higher transactions,” said Levin. “We’re very pleased with the early results.”
The format of Destination XL’s format is now more like a department store offering Casual Male and Rochester clothing together thus increasing the range of the price. It also appears to have been a success if the increased transactions are anything to go by, luring big and tall men to the store.
Both ends of the Rochester market are able to find the clothes in their price bracket ie Rochester shoppers will find $248 Robert Graham shirts, for example, and Casual Male customers will find $25 private label T-shirts, $250 suits. However, Levin believes that Casual Male customers will start to spend up.
However, some analysts believe that male shoppers will be turned off by the bigger department store type chains such as Destination XL in favour of smaller outlets as men in general do not enjoy browsing through big stores. Levin believes the concept of Destination XL to be a success saying “One guy said ‘I’m in a big man’s heaven,’”
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