In response to high demand, SUITABLEE, the world’s first AI custom suit brand based in Montreal, has recently opened a new location downtown Ottawa and has plans to expand. The company has also expanded to include women’s suits and has become a wedding suit destination.
“We did a wedding show back in the day in Ottawa to test out the market and my co-founder, Jean-Jeremie Siow, and I went a few times to Ottawa to speak to the local businesses and we found there was definitely a need for custom suiting. We were very impressed, especially by the wedding industry in Ottawa, so after a lot of research, we jumped in and started looking at interesting locations and the rest is history,” says Jean-Sebastien Siow, co-founder of SUITABLEE.
New location in Ottawa
The new location is at 275 Slater in Unit 15, which is in the downtown core of Ottawa.
The showroom offers the same tailoring experience as Montreal, but is the first location that is downtown. Siow says the building is perfect and fits the brand as it is in the business and government district.
“We are the only company that provides this custom suiting experience, which includes the creation of patterns using automatic sizing and the use of infrared scans to get a very precise fit. So it is an extension of what we are doing in Montreal, but now we are able to provide locally in Ottawa so they don’t have to drive or order online.”
The Ottawa location is in addition to SUITABLEE’s two other locations in Montreal.
Tailoring to the wedding industry
Siow says another reason the brand expanded into Ottawa was because of its vibrant wedding scene.
The location specializes in private fittings for grooms and groomsmen, ensuring each suit is not just a garment, but a keepsake of the special day.
“Ottawa’s vibrant wedding scene is an ideal match for our custom suiting services. When groups come in to get fitted, it is a very private and unique moment. And in many cases, we are able to reserve the room uniquely for a wedding party, so it becomes a very private event. They are also able to bring a bottle of champagne and create those special moments.”
Siow says SUITABLEE ensures its services are all inclusive and reflective of all couples. The wedding services are available now at all locations and through online consultations.
Category expansion: Women’s suiting
SUITABLEE expanded into offering women’s suiting this past summer and has quickly expanded its offerings. This initiative allows the brand to provide custom suits to a wider demographic, including the LGBTQ+ community.
The plan to launch womenswear started over a year ago as Siow says they had to develop women-specific patterning using AI, allowing for precise custom fits tailored to individual body types.
Siow says the women’s section has gained attention on social media showcasing its custom suits for women.
“Our women’s patterning has been finalized and we are now able to use women patterning using our AI system – it has really taken off. We have had a few viral videos on our social media – Instagram, Facebook, and TikTok – and that has really brought awareness to the brand,” says Siow. “A lot of custom suiting companies are still not really offering suits for women, and in this case, custom suiting. So I think we are at the forefront of custom women’s formal wear and that is now official – so we serve both men and women.”
SUITABLEE has already had a lot of requests for women suiting, including a custom made suit designed for NHL’s first female coach Jessical Campbell, assistant coach for The Seattle Kraken.
Expansion plans – Looking towards the East Coast
Siow says the brand’s focus right now is to expand in North America, with Toronto and Halifax as high-priority locations.
“As there is a lot of energy in Toronto for SUITABLEE, it is still in the books. As we started looking at the data as well, we noticed there is a tremendous amount of energy coming from Atlantic Canada. So that is one thing that often gets overlooked when it comes to our national brands that look at expanding. We sort of love to go where nobody is, and I think there is a similar opportunity in Atlantic Canada so we will look there.”
Siow says he is hoping to open a location in Halifax within the next 12 months.
Testing markets with pop-ups
SUITABLEE is also testing the United States market with pop-up retail shops in areas such as Florida, Texas, Arizona, and New York. These pop-ups will allow the company to test the market, ensuring they have a strong consumer base before committing to permanent locations.
Looking ahead, Siow says once it has expanded in the North American market, it will be looking at entering European and Mexican markets. But for now, it will keep its focus on the North American market where Siow says he sees the biggest opportunities for growth.
Online and in-store presence
On top of expansion plans, the brand will continue to enhance its physical and online presence, including improving its AI capabilities across all platforms. With improving experience and integration of its brick and mortar store and online presence, consumers can expect a seamless tailoring experience whether it’s online, in-store, or both.
“With the transition over the last year to more of a brick and mortar business to combine with our online, the growth of our brick and mortar is absolutely essential to our retail business. Everyone went online and now they are a swing back to the middle, where online is absolutely an important part of retail, but when you can complement that with actual physical locations – it not only strengthens your brand because people can actually see you, but it provides a better customer experience overall.”
SUITABLEE offers a variety of suiting options under formal, business, and casual – and offers a variety of affordable prices.
Consumers can expect to be able to experience the full AI custom tailoring online with its design option or in-stores with a variety of product offerings and price levels. SUITABLEE offers custom suits, coats, shirts, and accessories for every occasion.
Video of the Ottawa location
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