While many retail businesses were assessing and scaling back on their store investments, Cuts Clothing saw it as the perfect time to break into brick-and-mortar. The direct-to-consumer (DTC) men’s apparel brand for men built a strong following online, largely thanks to its innovative product design and aspirational content. But the team was hungry for more data and insight about its customers and saw in-store engagement as one gap that needed to be filled.
Thanks to a successful partnership with The Lionesque Group and presence at the company’s Periodic retail space in Seattle, Cuts is charting an exciting path to omnichannel growth. During this special installment of our Store Tours series, we sit down with Ethan Frame, Director of Brand and Special Projects at Cuts, and Melissa Gonzalez, CEO of The Lionesque Group, to discuss the brand’s evolution, the future of its store strategy, and why the future of brick-and-mortar will emphasize pop-ups, rotating shops and innovative partnerships.