Buoyed by a record-breaking 2024, fashion made-to-measure brand INDOCHINO has aggressive plans to expand its retail footprint in 2025.
Drew Green, President and CEO of INDOCHINO, said in 2024, the custom apparel brand achieved significant milestones, including expanding its retail footprint.
“For the first time, really since the pandemic, we focused on expanding outside of our existing retail network. We opened five new showrooms across the U.S., five additional Nordstrom locations, so 10 in total, and we had 50 locations go live with Kohl’s,” he shared. “In total, we had 60 brand new showrooms and locations that customers could access the brand. That was a lot of work.
“We had five different landlords. Two different department stores. A product line with Kohl’s. The green label.”
The company’s efforts resulted in a record-breaking second half for both revenue and EBITA. “It was our best second half, revenue- and EBITA-wise, in the company’s history,” Green noted.
“We were really focused on that expansion.”
Strategic Team Expansion
In addition to retail growth, INDOCHINO strengthened its leadership team. “We also had some additions to the team which took a lot of time and attention. We hired Sean Wrenn away from Kendra Scott, and he’s leading our retail now, which I’m really excited about. That was a big recruitment process,” Green said. “We also brought in a new vice president of marketing.”
Green emphasized his business philosophy: “Kind of sticking within the pillars that I always build in—people first, product, and both of those leading to profit—really was the core focus for 2024.”
Expanding the Retail Network in 2025
Currently, INDOCHINO has 61 showrooms and 33 Nordstrom locations with 50 Kohl’s locations.
Looking ahead, INDOCHINO plans to continue its expansion. “We’ve got two new locations in the U.S.,” Green revealed. “One is just outside of Boston, and one is outside of Chicago. They’ll launch in Q2. We’ve also signed another six locations with Nordstrom, which would bring us to 39 Nordstrom locations.”
INDOCHINO’S partnership with Kohl’s is also a key growth area. “When I was in Milwaukee, I was there with senior executives from Kohl’s. We’re focused on this sort of first 50-store test and making sure that goes well,” Green said. “We’ve talked about an additional 450 stores, but I don’t really want to commit to that yet. We want to make sure we make it through this test really well.”
Focus on Nordstrom and Kohl’s
Green expressed admiration for other department stores but reiterated INDOCHINO’s commitment to its current partnerships. “I think for us we’ve invested quite a bit with Nordstrom over the past four years. We really want to stay focused. We’re going to continue to invest our time and attention and resources into Nordstrom,” he explained. “With Nordstrom, we’re able to really connect with a customer that has more disposable income. And with Kohl’s, we’ve created a product for the customer that doesn’t have a lot of disposable income.”
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