Institchu opens second Melbourne CBD showroom

Tailored menswear brand Institchu has recently opened its second Melbourne CBD Showroom on Little Collins Street. The new 92sqm location, Institchu’s 11th showroom across Australia and the US, has a street frontage, the retailer’s signature old-world tailoring aesthetic, technology for customers to use to design their garments on, deep green velvet lounges and marble benchtops.

Robin McGowan, Institchu co-founder, said the opening of the new Melbourne showroom is an exciting new chapter for the brand.

“Melbourne, and particularly the thriving hub around Little Collins Street, is the spiritual home of fashion in Australia,” McGowan said. “It’s humbling to join that story and open our second Melbourne showroom, this one with street frontage, in this bustling cosmopolitan area, neighbouring so many of the world’s most innovative and sophisticated designers.”

McGowan said while a lot of their sales were online it was clear to them that many of their customers appreciate the ability to visit a store for a personal fitting under the guidance of their stylists.

Founded by Australians McGowan and James Wakefield in 2012, InStitchu helps men design their own custom, made-to-measure suits and shirts in minutes. Every garment ordered from the retailer is placed through their online store and is covered by Institchu’s Perfect Fit Guarantee.

Wakefield said they are thrilled that demand has encouraged them to invest in another physical location in Melbourne.

“It’s particularly gratifying to be able to open in the beloved up-market shopping precinct of Little Collins Street and be able to service the menswear savvy communities of Melbourne,” he said.

Institchu has showrooms in Sydney, Melbourne, Brisbane, Perth, Adelaide, Canberra and New York City. The retailer said it is planning further expansion this year, with an upcoming launch in the UK.