Activation Commerciale

(Author : Daphne Howland)
Walmart’s latest e-commerce acquisition will be a takeover of menswear site Bonobos for $310 million in cash, a deal that’s been rumored for months, the brick-and-mortar retail giant announced Friday.

Walmart buys Bonobos for $310 million

Unlike many startups, Bonobos, founded in 2007 by co-founders Andy Dunn (who in 2015 returned as CEO) and Brian Spaly (who founded Trunk Club and this year left the concierge service, now owned by Nordstrom) generates a profit and enjoys $150 million in annual sales, raising about $127 million to date from investors including Accel Partners, Lightspeed Venture Partners and Nordstrom.

Dunn will remain to oversee the Walmart’s collection of digitally-native vertical brands, reporting to U.S. e-commerce chief Marc Lore, according to a Walmart press release. The startup joins online shoe retailer Shoebuy (a challenge to Amazon’s Zappos), online outdoor retailer Moosejaw, and vintage-inspired online women’s apparel seller Modcloth in a string of acquisitions by the brick-and-mortar retail giant under Lore since its $3.3 billion purchase of Lore’s Jet.com last year.

The payoff from Walmart’s recent acquisitions, starting with Jet, has been swift: In its most recent quarter, Walmart’s e-commerce sales ballooned 63% with an attendant 69% rise in digital gross merchandise volume. But the new numbers that Wal-Mart is delivering in the digital space aren’t just thanks to Jet or its widely heralded pricing algorithm. The brick-and-mortar stalwart, with Jet founder Marc Lore at the helm as its new U.S. e-commerce chief, has also been gobbling up pure-play specialty retailers at a rapid clip.

These new brands help Walmart improve the experience for existing customers and extend its reach to new customers, Ravi Jariwala, senior director of public relations at Walmart.com, told Retail Dive last month. Bonobos in particular has branched into brick and mortar, devising Bonobos Guideshops that provide opportunities to see, feel and try on clothes; Bonobos now has 35 Guideshops across the United States and in 118 Nordstrom stores and on Nordstrom.com. 

“We’re seeing momentum in the business as we expand our value proposition with customers and it’s incredible to see how fast we’re moving,” Lore said in a statement Friday. “Adding innovators like Andy will continue to help us shape the future of Walmart, and the future of retail. I’m thrilled to welcome Andy and the entire Bonobos team. They’ve created an amazing product and customer experience, and that will not change. In fact, Andy will be a great influence on the company, especially in leading our collection of exclusive brands offered online.”

For Dunn’s part, the acquisition is an opportunity to work with a mentor and “become the market leader in all of premium menswear,” Dunn wrote in a blog post. “Marc is the best in the world at building upstart third-party brand e-commerce properties. He and I will now leverage our combined know-how and, with the biggest company in the world behind us, take on creating the leading vertical e-commerce platform.”

Those new customers are in demographic groups that don’t generally frequent Wal-Mart stores; the average Wal-Mart customer is less wealthy and quite a bit older than those typically shopping at Target and Amazon. The company has had difficulty in the past moving beyond that core base.

In addition to more digital sales and an expanded customer base, the startups are providing talent and technology, Keith Anderson, VP of strategy and insights at retail intelligence firm Profitero, told Retail Dive. “They have access to brands, buying teams … they have merchants and software engineers that might not move to Bentonville or Silicon Valley,” he said. “It probably has as much to do with creating a safe landing for companies that didn’t have a path forward as independent entities, but had a nice search authority.”

Indeed, as with Dunn’s planned role at Walmart, Shoebuy CEO ​Mike Sorabella now heads up footwear for all of Wal-Mart’s e-commerce, including Jet.com and Walmart.com, while Moosejaw CEO Eoin Comerford similarly runs the company’s outdoor e-commerce vertical. That means that brands that may want to sell through Wal-Mart have enhanced opportunities too, with options to sell through one site or another (or more), Jariwala said.

Walmart has made it clear that the brands will continue as standalone sites, and executives from those companies have sought to ensure loyal customers that little will change. And it’s not likely to, Kelly-Jo Sands, EVP of marketing technology at marketing firm Ansira, told Retail Dive. “If you tie [Wal-Mart and Modcloth] too closely together, you might see a fanatic backlash, but you might also see expectations of the prices to come down.”

The new brands are unlikely to take part in some of Lore’s e-commerce solutions. To combat high last-mile delivery costs, for example, Wal-Mart now provides discounts on items bought online but picked up store. While it’s very likely that many Bonobos or Modcloth customers live near a Wal-Mart store, however, offering in-store pick up could invite branding and pricing conundrums for the “always low prices” juggernaut.

Source : retaildive.com

(Author : Gary Peeters)
American retail giant Walmart is in talks to obtain men’s clothing start-up Bonobos. According to an insider, the company is willing to depart with 300 million dollars (280 million euro) to get the deal done.

Walmart continues online expansion with Bonobos acquisition

Compete with Amazon
While Walmart has a dominant retail position in the physical world, it does not have the online prowess of its major online competitor, Amazon. However, with a string of recent acquisitions, it intends to impose itself online. The latest acquisition being finalized is Bonobos, a men’s clothing web shop that also now has several physical stores.

Recently, it went on an online shopping spree, acquiring companies left and right, including fashion web shop Moosejaw, shoe store Shoebuy and another fashion web shop in the shape of Modcloth. Its biggest acquisition was Jet.com, for which it paid 3.3 billion dollars (3 billion euro).

Source : retaildetail.eu

(Author : Sam Gopal)
Bucking the trend, men’s fashion growth in the market outstripped womenswear last year, reaching an estimated US$440 billion in global sales.

Surge in Online Menswear Sales Boosting Profits for Bonobos

Online retail is the fastest growing sector, expected to increase 14.2 percent by 2020, and growth in menswear last year outstripped womenswear, reaching an estimated US$440 billion in global sales. Retailers like New York-based menswear brand Bonobos are capitalising on men’s increasing interest in online shopping, and has just recorded the sale of its one millionth pair of chinos!

Just eight years old, Bonobos is now the largest US retail company ever created online, owed in large part to its loyal customer base and attention to product detail.

Founder Andy Dunn announced last month he was stepping aside as CEO and handing the reigns over to a veteran executive from Coach, Francine Della Badia. He is remaining as Chairman of the brand, but hopes Della Badia will further the charge in Bonobos’ growth strategy. The current challenge for the brand lies in combining its online sales with a physical location that people can visit and try the clothes, with the pre-existing bricks-and-mortar store set-up not fitting with the company’s vision.

“It felt like no matter how good we got at the internet driven part of what we do, if you can’t try it on and figure out exactly what your fit is we’d be missing something,” Dunn told The Street. “The traditional retail model doesn’t allow for good service and styling, it just becomes a hectic battle against restocking inventory.”

So Bonobos removed all its inventory, creating its first ‘guideshop’. The Guideshops are small shops with one-on-one customer service – clients are walked through what’s available, helped to figure out their size, and then can place an online order. They leave the store empty handed and the clothes arrive at their home the next day free of charge, with returns also covered. Bonobos now has 16 guideshops across the US plus a partnership with Nordstrom to sell its products in its department stores.

“What e-commerce has done is separated the moment of transaction from the moment of actually receiving the goods,” said Dunn. “What that enables you to do is envision a store that isn’t actually about the verb ‘to store’ inventory, but it’s about delivering great service.”

But with so many new retailers like Trunk Club and Mr Porter bombarding male shoppers with ever cheaper and more convenient options, the big question is whether the men’s market is hitting saturation point?

Senior Retail Analyst from Cowen & Company Oliver Chen thinks not, citing a growing interest in different styles and more relaxed office dress codes. “I think there’s a lot of growth potential ahead,” he told The Street. “There’s opportunity for this to continue to be a very healthy market.”

With the first ever New York Fashion Week for men kicking off next month, the menswear market is set to be this season’s hottest trend.

Source : powerretail.com.au

(Author : icsc)
E-tailer Bonobos  is expanding its brick-and-mortar operations in June with the opening of its biggest physical space yet, a 4,000-square-foot flagship store on Fifth Avenue, in New York City. The two-level store will be based on the etailer’s popular Guideshop concept, which give its online customers a chance to handle products in person and consult with sales associates.

 

E-tailer Bonobos to open first flagship store in New York City

“The Bonobos team is thrilled to open our highest profile Guideshop in the heart of one of Manhattan’s most prominent shopping destinations, just blocks from our headquarters,” said Andy Dunn, CEO and founder of Bonobos, in a press release. “We’re excited to introduce our phenomenal brand and revolutionary way of shopping on the world stage and to meet our guy where he works, lives, and plays downtown,” added Dunn.

“This is an amazing branding opportunity for Bonobos,” said Justin Fantasia, an associate at brokerage firm RKF, who represents the tenant and negotiated the 10-year lease on their behalf.  “With the Flatiron District’s strong residential demographics and its booming start-up and technology workforce, 95 Fifth Avenue presented an opportunity that simply could not be passed up.  It allows the brand to plant a flag front and center in a market brimming with their core customer.”

Bonobos is a pioneer of what it calls the online-to-offline, no-inventory model, testing the Guideshop concept in 2011 at Bonobos’ headquarters in the Flatiron District in New York City; sales per square foot were five times the industry average, a result that Bonobos attributes to the high-touch service model.  Following its success and official launch in Spring 2012, Bonobos opened its first stand-alone Boston location in May 2012.

Bonobos Guideshop Fifth Avenue will be the brand’s seventeenth location nationwide and fourth New York City location, following the expected openings of its Guideshops in Newport Beach, CA and at Brookfield Place, in New York City, in March 2015.  Bonobos currently has Guideshops in Atlanta; Austin, Texas; two in Bethesda, Md.; Boston; Chicago; Dallas; Washington, D.C.; Los Angeles; two in New York City (Flatiron and SoHo); San Diego; San Francisco; and San Jose, Calif., with plans to introduce the concept in additional cities by the end of the year. Customers will have a personal experience whether they walk-in or make an appointment in advance. 

Source : www.icsc.org

(Auteur : Flore Fauconnier)
Pourquoi le site US de mode masculine cartonne-t-il ? Pourquoi des investisseurs viennent-ils de miser 55 millions de dollars sur lui ? Parce qu’il a trouvé comment mettre le offline au service du online.

 

Bonobos

Le site marchand américain Bonobos, qui fabrique et commercialise des vêtements pour homme, vient de lever 55 millions de dollars auprès de Coppel Capital (qui contribue à hauteur de 25 millions) ainsi que d’Accel Partners, Lightspeed Venture Partners, Nordstrom, Mousse Partners, Glynn Capital Management, Forerunner Ventures et Felicis Ventures. La start-up newyorkaise, qui avait déjà bouclé un tour de table de 30 millions de dollars il y a à peine plus d’un an, a levé un total de 128 millions depuis sa création.

Fondé en 2007 par Andy Dunn et Brian Spaly sur un modèle économique de pure player, Bonobos s’est d’abord fait un nom sur les pantalons slims, dont la coupe a rapidement acquis la réputation de très bien mettre en valeur l’arrière-train de ces messieurs. Ayant un temps hésité à mettre en péril ce véritable “cachet”, l’e-marchand décide finalement d’étoffer son catalogue pour y inclure vestes, chemises et costumes. A son grand dam, les cyberacheteurs s’y montrent totalement indifférents. C’est pour résoudre ce challenge que le site réalise son plus grand tournant stratégique.

En 2011, après une première expérimentation concluante – des cabines d’essayage dans le hall de son QG de la 25ème rue -, Bonobos prend le parti d’acquérir une présence physique dans les rues et centres commerciaux américains, en ouvrant des showrooms ayant vocation à encourager les consommateurs à commander en ligne les articles après avoir vérifié leur qualité en boutique. En revanche, il est impossible d’acheter sur place et de repartir avec un produit. Pari osé, mais pari réussi, puisque c’est le moment où les ventes de Bonobos explosent. Et où la part des articles autres que les pantalons se met à progresser pour atteindre 20% aujourd’hui. Dans les deux ans à venir, la société prévoit d’ouvrir encore 30 showrooms supplémentaires grâce à son nouvel apport de capital.

Ne pas vendre en magasin, un atout ?

En France, le secteur de l’e-commerce s’interroge beaucoup depuis trois ans sur l’opportunité voire la nécessité pour les pure players d’ouvrir des magasins physiques. Certains y parviennent lentement mais sûrement (LDLC), d’autres s’y cassent les dents (Pixmania). C’est en cela que l’exemple de Bonobos est intéressant. Il ne s’agit pas d’un pure player qui renonce à son statut pour suivre le mouvement de la distribution cross-canal. Il s’agit d’un pure player qui utilise sa présence physique pour doper son activité en ligne. Les consommateurs se rendent dans un showroom, essaient quelques vêtements et peuvent les acheter… mais ils ne les recevront que quelques jours après, lorsque Bonobos les leur aura expédié. Car les magasins ne disposent pas de stock disponible à la vente. Ils sont par contre bardés de stylistes chargés de guider les visiteurs pour les aider à trouver les vêtements qui leur iront le mieux. Une façon, donc, d’adapter à la mode les showrooms du fameux opticien en ligne Warby Parker, dans lequel Andy Dunn a investi.

La mode masculine en ligne fait partie des segments qui prennent leur essor actuellement. Deux autres e-marchands présents sur ce créneau ont d’ailleurs récemment conclu un tour de table : les tailleurs en ligne allemand Outfittery(13 millions de dollars) et californien Trumaker (6,5 millions). Profiteront de cet élan les acteurs qui sauront, par leur modèle, leur fonctionnement et leur ton, séduire une cible réputée réfractaire à ce type d’achats. Bonobos, qui mise aussi sur le fait que les hommes ne préfèrent pas nécessairement ressortir d’une boutique leurs emplettes à la main, en fait manifestement partie.

Source  : journaldunet.com

(Auteur : Jacques Bloch)
Les notions de cross-canal, de web-to-store, de ROPO (research on-line, purchase off-line) font désormais parties intégrantes du paysage de la distribution et du retail. Toutes les marques, les grandes enseignes, les « pure-player » expérimentent les interactions entre le digital et le commerce traditionnel, sous une forme ou une autre (application mobile, écrans digitaux, médias sociaux, flagship, etc.).

 

Je suis tombé récemment sur le cas d’une marque américaine qui a mis en place une démarche, que je trouve, originale et très emblématique de la notion aujourd’hui très à la mode de l’expérience shopping. Il s’agit de la marque Bonobos (à ne pas confondre avec la marque française Bonobo du groupe Beaumanoir).

Cette marque, basée à New York, est née en 2007 sur internet avec comme concept la possibilité pour les hommes de trouver et d’acheter des pantalons qui leur vont parfaitement (« pants that really fit »). La marque s’est rapidement développée, notamment grâce à un service client efficace (frais de livraison et de retour gratuit) et à une stratégie forte sur les réseaux sociaux (Facebook, twitter, blog, etc.). Aujourd’hui, le site propose une sélection importante de vêtements et accessoires pour homme, toujours avec le même message du « fits great ». Ses ventes dépassent les 15M de dollars.

L’été dernier, Bonobos a franchi le pas du retail physique en s’associant avec la chaîne américaines de grands magasins Nordstrom (qui a investi financièrement dans la marque). Celle-ci propose donc désormais une sélection de produits de la marque dans ses boutiques physiques et sur son site internet.

Mais le concept que Bonobos a mis en place pour ses clients et prospects est ailleurs. En 2012, la marque a aussi ouvert des guideshops dans six grandes villes des Etats-Unis.

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