March 9, 2015
Men’s Fashion Retailer Bonobos Doubles NoMad Office Space
Online men’s fashion retailer Bonobos has signed a 10-year lease at 45 West 25th Street, in the NoMad District. The company currently occupies the fourth and fifth floors of the building, but the new lease will expand the company’s offices to include the second and third floors as well. The new lease will encompass a total of 40,000 square feet, doubling Bonobos’s office and showroom space.
Bonobos represents a leapfrog innovation in online shopping, removing the uncertainty of ordering clothes online. Blending highly personalized customer service with convenience, Bonobos offers shoppers one-on-one appointments at “guideshops” located throughout the city. These guideshops offer prospective customers a brick and mortar location at which to try on clothes for style, color and fit, before ordering them on the Bonobos website.
This model is particularly attractive for NoMad’s Silicon Alley crowd, for whom speed, simplicity and great up-to-the minute looks are paramount. Its expanded NoMad office will be Bonobos’s flagship location, in addition to an already operating guideshop in Soho and an upcoming shop in Brookfield Place.
NoMad is also home to other cutting-edge fashion outlets, such as Opening Ceremony and Dover Street Market. Bonobos’s decision to double down in NoMad speaks both to their successful business model and to the neighborhood’s complementary cultures of style and innovation.