Proper Cloth Revamps SoHo Showroom as Part of Retail Expansion Plan

How Is Proper Cloth Balancing Online Roots with Physical Growth?

Proper Cloth, the men's made-to-measure clothing brand founded in 2008, has unveiled a redesigned showroom in New York's SoHo district. The updated space reflects the company's shift from exclusively online custom shirt production to a broader tailored clothing offering. This physical refresh comes as the brand prepares for a wider retail rollout beyond its current direct-to-consumer model. The SoHo location now serves as both a customer fitting hub and a testing ground for future store concepts.

The revamped showroom features improved fitting areas, expanded fabric displays, and a more open layout designed to enhance the custom clothing experience. Proper Cloth began as a shirt-focused brand but has gradually added suits, trousers, and outerwear to its made-to-measure lineup. The company says customer demand for in-person consultations has grown, prompting the investment in physical spaces. By refining its SoHo presence, Proper Cloth aims to gather insights that will inform a potential expansion into additional retail locations across the United States.

What Challenges Come With Scaling a Made-to-Measure Retail Model?

Despite opening physical showrooms, Proper Cloth maintains its core online customization platform where customers select fabrics, inputs measurements, and design garments remotely. The SoHo space complements this digital workflow by offering professional fittings and style advice that reduce errors in the made-to-measure process. Company representatives note that hybrid customers—those who start online but visit for fittings—show higher satisfaction and lower return rates. This blend of digital convenience and personal service forms the backbone of Proper Cloth’s evolving retail strategy.

Expanding a made-to-measure business into traditional retail faces hurdles like inventory management, staff training, and maintaining consistent fit standards across locations. Unlike off-the-rack brands, Proper Cloth cannot rely on pre-made stock; each garment is produced after an order is placed. This means retail locations must function as consultation and measurement centers rather than points of immediate sale. The company is addressing this by standardizing fitting procedures and investing in tailor training programs to ensure quality control as it considers broader geographic expansion.

What types of clothing does Proper Cloth currently offer made-to-measure? Proper Cloth offers custom shirts, suits, trousers, blazers, and outerwear, all built from customer measurements and style preferences selected through its online platform or in-person consultations.

Frequently Asked Questions

Is the SoHo showroom open to walk-in customers? Yes, the SoHo showroom welcomes walk-ins for fittings and style consultations, though appointments are recommended to ensure availability of a specialist during peak hours.

Does Proper Cloth plan to open more physical stores soon? While the company is using the SoHo space to refine its retail approach, it has not announced a timeline or specific locations for additional stores, focusing first on optimizing the current model.