Bonobos is embracing its chino heritage with a new advertising campaign that highlights the brand’s evolution and enduring appeal. Established in 2007 by Stanford Business School graduates Andy Dunn and Brian Spaly, Bonobos initially focused on creating better-fitting chinos, which significantly contributed to its success over the years.
The company has experienced multiple ownership changes, starting as a direct-to-consumer men’s brand before being acquired by Walmart in 2017 for $310 million as part of the retailer’s efforts to strengthen its direct sales model against competitors like Amazon. In 2023, Walmart sold Bonobos to brand management firm WHP Global and Express Inc. for $75 million after stepping back from the direct-to-consumer strategy. Following Express’ bankruptcy the following year, WHP acquired all Express intellectual property and established a new operating company, Phoenix, in collaboration with Simon Property Group and Brookfield.
In February, Greg Scott took the reins as CEO of Phoenix, overseeing both Express and Bonobos. With over three decades of experience, including leadership roles at New York & Company and Fashion Nova, Scott highlighted the brand’s strong performance despite its transitions. He credited the stability of the team, with long-tenured members in key roles, for maintaining Bonobos’ commitment to its roots.
While chinos remain the signature item, Bonobos has diversified its offerings, also featuring popular button-down shirts and unconstructed blazers. Scott emphasized that the collection’s design and fabric quality, coupled with its New York roots, have contributed to the brand’s continued success and growth.
Despite the majority of Bonobos’ revenue coming from online sales, the brand operates 49 Guideshops, where customers can try on samples and place orders. Scott noted the innovative concept of these stores, which do not allow immediate purchases, has proven effective for their clientele, fostering long-term customer loyalty.
This spring, Bonobos plans to expand its Guideshop presence with locations opening in Woodfield Mall in Schaumburg, Illinois, and Cherry Hill, New Jersey, taking advantage of formerly occupied Express spaces to enhance brand visibility in prime retail areas.
The launch of the new campaign, titled “Still the Best Seat in Town,” features actor Nicholas Braun from the hit series “Succession.” In the ads, filmed within a classic New York City coffee shop, Braun humorously discusses his experiences with unsatisfactory cappuccinos and ill-fitting chinos, capturing the brand’s spirit with the tagline, “Life’s too short for pants that don’t fit.” The campaign will highlight the newly introduced Chino 2.0, which includes updated styling options, and a new Vintage Twill Chino inspired by a roomier, ‘90s aesthetic.
Scott expressed confidence in Braun being a great fit for Bonobos, praising his blend of humor and style, which resonates with the brand’s identity. The campaign will be promoted across various digital platforms and will include a special CappuChino event in Bonobos locations in collaboration with Gregorys Coffee, further solidifying the brand’s connection with its urban roots and community.
Bonobos shows an optimistic trajectory as it continues to innovate while staying true to its foundational beliefs, ensuring that the best fitting chinos remain a standard for both loyal and new customers alike.