NEW YORK CITY—Bonobos, the largest Internet-launched apparel brand in the United States focused menswear, has doubled its office and showroom space at 45 W. 25th St. The company previously occupied two floors and has now expanded to two additional floors for a total of 40,000 square feet.
The showrooms—called Guideshops—provide shoppers with the unique experience of trying on merchandise before committing to an online purchase. Savills Studley has been Bonobos' exclusive real estate advisor since 2011. In 2013, the firm negotiated an extension and expansion for Bonobos on the fourth and fifth floors. The company now will occupy floors two through five.
The space, which houses the company's headquarters in addition to one of their e-tail Guideshops, creates a relaxed atmosphere. The building is located in the Silicon Alley/Flatiron District of Midtown South, just a few blocks from Madison Square Park, the original Shake Shack and Eataly, the Italian market.
“Bonobos has had tremendous success with its Guideshops,” notes Savills Studley executive managing director Jeffrey Peck, who represented the tenant in the deal. “The 'clicks to bricks' retail model is both innovative and transformative.”
Adds Savills Studley senior managing director Jason Perla, who also represented Bonobos, “Showrooms are an essential requirement for fashion companies to represent their brands in a physical capacity.”
Associate director Christopher Foerch also represented the tenant in the transaction. “Even though Bonobos already occupied space in the building, we were able to leverage the company's brand to achieve a below-market transaction,” he asserts.
The landlord—Alan Locker of Bonafide Estates—represented himself.
Bonobos has 14 Guideshops located across the country including two New York City locations: 45 W. 25th St. and 35 Crosby St. in Soho. A third New York City location soon will open at 200 Vesey St., at Brookfield Place.
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Rayna Katz
Rayna Katz is a seasoned business journalist whose extensive experience includes coverage of the lodging sector, travel and the culinary space. She was most recently content director for a business-to-business publisher, overseeing four publications. While at Meeting News, a travel trade publication, she received a Best Reporting award for a story on meeting cancellations in New Orleans during Hurricane Katrina.
