Dive Brief:
- Bonobos on Friday announced the launch of a new men’s line, Bonobos Fielder, according to information sent to Retail Dive.
- The label is aimed at Gen Z, with an accessible price point, bright colors and functional materials. It is “meant to be moved in,” according to the company.
- Bonobos Fielder will be available at 250 Walmart stores and on the Bonobos and Walmart websites. Sizes range from XS to XXXL and items are priced from $14 to $40.
Dive Insight:
Bonobos has been part of the Walmart family since 2017, when the DTC brand was purchased for $310 million. Yet, the apparel brand has operated without being incorporated into Walmart stores — until today’s introduction of the Bonobos Fielder label.
The line, which is described by Bonobos as “streetleisure,” is outside the company’s usual offering of work and dressy-yet-casual clothing. Instead, the company is targeting a new generation of shopper with a more relaxed style and lower price point.
“Bonobos at its core is about celebrating self-expression and fueling it with confidence,” David Sasson, chief operating officer at Bonobos, said in a statement. “Through Bonobos Fielder, we’re sharing these core values with the next generation, while also catering to its style and price preferences.”
Bonobos Fielder will also build on the rising popularity of brand collaborations by regularly working with new and established artists in order to “continuously excite and inspire its younger consumers.” The line’s spring and summer 2022 collection features artist Mike Perry.
At the start of the year, Bonobos CEO Micky Onvural left the company after five years. Onvural joined the company as chief marketing officer and then assumed the chief executive role in 2018 after Bonobos co-founder Andy Dunn stepped down.
Bonobos was founded in 2007 by Dunn and Brian Spaly as a direct-to-consumer men’s pants brand. It later expanded its assortment to include shirts and suits, among other products.
