Suitsupply: Fokke de Jong

New York Entry

Suitsupply's entry into New York marked a pivotal moment for the brand. Fokke de Jong faced the daunting challenge of securing a location in one of the world's most expensive cities. Despite the high costs, he found an unconventional opportunity with a second-floor space in Soho, which came with its own set of challenges due to a difficult landlord 1. Fokke's willingness to take risks was evident when he trusted the landlord with a $150,000 deposit to ensure the store's opening, a gamble that paid off as the store quickly gained momentum 2.

At the end of the day, we had our opening. We had a lot of people come in. It was fantastic.

--- Fokke de Jong

This strategic move was crucial for Suitsupply's growth in the competitive New York market.

   

London Challenges

Expanding into London presented its own set of challenges for Suitsupply. Fokke de Jong aimed to penetrate the prestigious Savile Row, but faced restrictions due to its traditional English tailor exclusivity 3. Instead, he opted for a nearby location and orchestrated a bold PR stunt by sleeping in a bed bolted to the building's exterior to attract media attention 3. Despite initial setbacks, including hiring actors to simulate store activity, the brand gradually gained traction, eventually building a solid reputation in the London market 4.

We slowly built a reputation.

--- Fokke de Jong

This persistence highlighted Suitsupply's innovative approach to overcoming market barriers.

   

Highway Store

Suitsupply's unconventional retail strategies set it apart from competitors. Fokke de Jong opened his first store on a highway between Rotterdam and Amsterdam, targeting business commuters, a move considered radical at the time 5. This location choice defied traditional retail norms, garnering significant media attention and drawing customers intrigued by the novelty 6. Despite zoning challenges, Fokke's innovative thinking and determination to reach his target audience paid off, establishing Suitsupply as a disruptive force in the fashion industry.

I just wanted to have a store somewhere where it was the most easiest place, where I thought my customers would be.

--- Fokke de Jong

This strategy exemplified the brand's commitment to accessibility and customer convenience.