News

Boston menswear boutique serves booze with custom suits

October 8, 2012

At the soon-to-open Boston store Alton Lane, men can enhance their shopping experience by sipping bourbon at the in-store bar.

According to an article on Boston.com, the menswear boutique on Boston's elite Newbury Street caters to the experience of shopping, offering free drinks, leather couches, a body scanner and handwarmers — in addition to the custom suits — in an attempt to tap into the $55 billion menswear market.

A key concept of the store is to make men forget that they are shopping, the article reported. The men are referred to as clients instead of customers, salespeople are guides and no bags are carried out of the store.

"Most guys we know don't like the typical shopping experience. We treat them like they are coming into our home," said Colin P.G. Hunter, Alton Lane's chief executive. "For decades, men's was an afterthought for retailers. But that's starting to change as companies recognize this multibillion dollar business. We are an experience company that happens to sell clothing."

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