Former eCommerce pureplay Untuckit coming to London

A new digital-first player is set to arrive in the UK next week, with North American casualwear retailer Untuckit opening two stores in London on the same day.

The company will enter the capital with stores in Covent Garden and Westfield London on 6 November, supported by a localised eCommerce operation. The shops and online retail business will be served by a distribution centre in Manchester, run by third-party logistics provider Radial, a partner it works alongside in the US.

Originally launched as an online pureplay in 2011, Untuckit opened its first store in New York four years later and now operates 75 stores across the US and Canada. Its unique proposition is it sells men’s shirts designed to be worn untucked, with its items coming in over 50 different fit combinations.

A first-time shopper receives a personal fitting when they visit a store, with the retailer’s staff trained to find suitable product sizes whatever the customer’s body shape. Customers are served by associates armed with tablet devices, and Untuckit’s North American stores often serve up whisky and refreshments to those who visit which creates a relaxed in-store atmosphere.

Although men’s shirts are the focus, Untuckit has expanded into womenswear – including dresses, shirts, T-shirts and jackets – as well as a line of trousers for men. It offers 13 product categories in total.

Co-founded by Chris Riccobono and Aaron Sanandres, the retailer has recruited Mark Barrett, the former head of Europe, the Middle East and Africa cross border retail at Cushman & Wakefield, to become Untuckit’s head of international.

Riccobono told Essential Retail that the two initial London stores are a test to see how well the brand resonates in the UK, which he describes as the company’s biggest market outside North America. The plan is to grow significantly across the UK and into Europe, and the co-founder expects rapid expansion.

“We decided to open two stores – we wanted to come in with a bang,” explained Riccobono.

“We move fast, as you can tell from the US, and we want a mixture of malls and street fronts. We are coming in with a big eCommerce push, too, starting to advertise on TV straight away.”

Offering some insight into the trends Untuckit is looking to tap into, he added: “You guys [UK consumers] dress a little more sophisticated than we [US consumers] do – you tend to layer more.

“In the US, it’s full casual. You could go into a Michelin star restaurant and people are wearing untucked shirts, jeans and sports jackets. The UK is not there yet but its trending that way – and we’re betting on the future being a lot more casual.”