US: Casual Male to open big and tall superstores
Big and tall men's wear retailer Casual Male Retail Group plans to open a new men's superstore concept called Destination XL (DXL) selling clothing and shoes from its four existing apparel businesses.
The first DXL stores are planned to launch in Chicago, Houston, Memphis and Las Vegas this summer, the company said today (8 July).
The range of products on sale is intended to appeal to the various lifestyles and socio-economic groups across the big and tall market, with a focus on servicing the "end-of-the-rack" department store shopper.
The DXL store is also designed to cater to the smaller size area of the market, currently under-served by Casual Male's traditional store model.
The stores will carry product assortments in a range of very broad sizes starting at XL in tops and a 42 inch waist in pants for the bigger customer and a 38 inch waist for the taller customer.
The concept was created following a six-month consumer research study which found big and tall men are looking for more options in a "one-stop-shop" environment and are willing to travel longer distances for a place that caters to their specific needs.
As a result, DXL is expected to appeal to a broader target market with the potential to capture new opportunities for revenue growth.
"DXL is a new and innovative retail concept that is attuned to our customers' needs," explains David Levin, president and CEO of CMRG.
"Our target customer wants choices, value for their dollar and the convenience and unique shopping experience DXL offers.
"We are confident that our new lifestyle superstore concept will offer the unique shopping experience that many big and tall men have been seeking."
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