Alton Lane
Alton Lane is a Richmond, Virginia-based direct-to-consumer custom menswear company founded in 2009, selling made-to-order suits, blazers, tuxedos, shirts, and accessories through six East Coast showrooms and a proprietary digital fitting e-commerce platform.
- Company typePrivate
- Founded2009
- HeadquartersRichmond, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Alton Lane does
Alton Lane is a Richmond, Virginia-based direct-to-consumer custom menswear company founded in 2009 that designs, manufactures, and sells made-to-order tailored suits, blazers, trousers, tuxedos, dress shirts, and accessories. The company operates a hybrid distribution model combining approximately 6–7 physical showrooms across U.S. East Coast and Mid-Atlantic markets (Boston, Charlottesville, NYC-Tribeca, Raleigh, Richmond, Washington D.C.) with a fully functional e-commerce platform, virtual appointment services, and a dedicated corporate sales program. Its primary customer base is professional men seeking custom-fitting business attire, with secondary use cases around weddings/groomsmen and formal events such as galas and black-tie functions.
The core offering is built on a proprietary digital fitting platform that generates custom garment measurements from three customer inputs—height, weight, and body shape—reportedly in approximately two minutes, eliminating the need for in-person measurement or self-tape measurement. Customers select from over 3,000 fabric options sourced from Italian mills including Drago, Loro Piana, Reda, Scabal, and Vitale Barberis Canonico, and can customize lapels, pockets, vents, buttons, linings, and monograms. Manufacturing is fully on-demand with no mass production, and standard delivery runs at two weeks. All orders carry a 100% fit guarantee covering alterations or full remakes.
Revenue is generated through one-time direct sales of custom garments, with entry-level performance suits starting at $499, mid-range suits at $599–$1,099, premium suits at $1,099–$2,599, and bespoke-level garments reaching $7,899. Custom shirts range from $149–$299, trousers start at $279, and tuxedos span $599–$4,699. The company has raised approximately $10.72 million across three disclosed funding rounds between 2011 and 2018, with strategic backing from fabric supplier Scabal and private equity firm Cumberland. A Founder's Club membership program, corporate sales channel, ready-to-wear line, and gift cards supplement the core custom-made business.
Alton Lane firmographics
Firmographics- Name
- Alton Lane
- Website
- https://altonlane.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Alton Lane is a Richmond, Virginia-based direct-to-consumer custom menswear company founded in 2009, selling made-to-order suits, blazers, tuxedos, shirts, and accessories through six East Coast showrooms and a proprietary digital fitting e-commerce platform.
- Ownership category
- akta.pro rank
Alton Lane industry classification
Industry- Product category
- Custom Menswear
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Apparel Manufacturing (315), Cut and Sew Apparel Contractors (315210)
- SIC
- Retail-Apparel & Accessory Stores (5600), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Men’s Apparel Retail (CRAAABAC)
- akta.pro secondary industries
- Men’s Styling & Tailoring Coordination (HSACAJAG), Luxury Menswear (CRAAAFAF), Hemming & Length Adjustments (HSAJAFAA)
Keywords
Where Alton Lane is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Alton Lane business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Custom Tailored Clothing Sales: Direct-to-consumer sales of custom-made suits, blazers, trousers, shirts, tuxedos, and accessories. One-time purchase model with no subscription required. Products are priced based on fabric quality, garment type, and customization level, ranging from entry-level performance suits to premium bespoke-level garments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level suits starting at $499 |
| Unit Pricing | Pay-as-you-go | Mid-range suits $599-$1,099 |
| Unit Pricing | Pay-as-you-go | Premium suits $1,099-$2,599 |
| Unit Pricing | Pay-as-you-go | Luxury suits $2,599-$7,899 |
| Unit Pricing | Pay-as-you-go | Custom trousers starting at $279 |
| Unit Pricing | Pay-as-you-go | Custom shirts $149-$299 |
| Unit Pricing | Pay-as-you-go | Tuxedos $599-$4,699 |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Alton Lane product offering
Product offeringCore offering
Alton Lane designs, manufactures, and sells custom-tailored menswear including suits, blazers, trousers, tuxedos, dress shirts, and accessories. Customers provide height, weight, and body shape through a proprietary digital fitting platform that generates personalized measurements in approximately two minutes, with each garment made on-demand from over 3,000 fabric options and delivered in two weeks with a 100% fit guarantee.
Product overview
Alton Lane is a direct-to-consumer custom menswear brand offering made-to-order tailored suits and formal wear. The core product is a digital tailoring platform that allows customers to customize and order bespoke suits, blazers, trousers, tuxedos, shirts, and accessories entirely online, with delivery in 2 weeks. The product portfolio centers on the custom-made core offering (Suits, 3 Piece Suits, Double Breasted Suits, Blazers, Double Breasted Blazers, Trousers, Tuxedos, Double Breasted Tuxedos, Tuxedo Jackets, Double Breasted Tuxedo Jackets, Suit Vests, Tuxedo Vests, Dress Shirts, and Tuxedo Shirts) alongside exclusive Ready-to-Wear pieces, Shoes, and Gift Cards. The company also offers a Founder's Club membership and Virtual Appointment services for remote styling assistance. All custom products feature a 100% fit guarantee and are manufactured on-demand to reduce waste.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 2-week delivery timeline for all custom garments
- +2 more outcomes
Companies that use Alton Lane
Customer profileSegments3 records
Ideal customer profiles4 records
Alton Lane technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Alton Lane partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Alton Lane competitors and assessment
Company assessmentEmerging players
- Generation Tux: Generation Tux is an online tuxedo and suit rental service targeting grooms and wedding parties with home try-on. Competes with Alton Lane's formalwear and groomsmen segments at lower price points and rental economics.
- Suitshop: Suitshop (formerly The Black Tux's sister brand owned by the same group at times) sells affordable made-to-order suits and tuxedos for weddings and events online. Comparable to Alton Lane's wedding and event-driven customer base at accessible price points.
Broad incumbents
- Suit Supply: Suit Supply is a well-funded global men's suiting retailer with physical stores in major US cities and a wide range of made-to-measure and ready-to-wear options. Overlaps with Alton Lane across suiting, custom program, and showroom-based distribution.
- Tom James: Tom James is the largest custom men's and women's clothing company in North America, using a direct-selling model with traveling representatives. Overlaps with Alton Lane on the corporate sales program and custom tailoring for professionals.
- Brooks Brothers: Brooks Brothers is a heritage American menswear retailer offering suits, shirts, tuxedos, and formalwear through stores and online. Overlaps with Alton Lane across suiting, formalwear, and accessories, particularly for wedding parties and professional men.
Direct peers
- Knot Standard: Knot Standard operates custom menswear showrooms in major US cities with an online custom suit configurator, targeting professional men with made-to-measure suits and shirts. Closest hybrid showroom-plus-DTC competitor to Alton Lane.
- Proper Cloth: Proper Cloth is a direct-to-consumer custom dress shirt brand with a similar digital-first fitting and customization approach. Comparable on custom shirt technology, e-commerce model, and target buyer (professional men).
- My.Suit: My.Suit (formerly MyTailor) offers custom and made-to-measure menswear online with showroom-style service in select cities. Directly comparable custom menswear platform and target customer to Alton Lane.
- Indochino: Indochino is the most direct competitor, offering made-to-measure menswear (suits, shirts, tuxedos) online and through showrooms with an at-home measurement kit. Highly comparable business model targeting the same professional men and wedding party segments at similar entry-level price points.
- The Black Tux: The Black Tux sells and rents custom-fit tuxedos and formalwear online, targeting grooms and formal event attendees — directly overlapping with Alton Lane's formal event, groomsmen, and tuxedo segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Alton Lane social profiles
Digital presenceAlton Lane financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alton Lane leadership team
Management profileNumber of profiles
Alton Lane funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alton Lane M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alton Lane
What does Alton Lane do?
Alton Lane designs, manufactures, and sells custom-tailored menswear including suits, blazers, trousers, tuxedos, dress shirts, and accessories. Customers provide height, weight, and body shape through a proprietary digital fitting platform that generates personalized measurements in approximately two minutes, with each garment made on-demand from over 3,000 fabric options and delivered in two weeks with a 100% fit guarantee.
Is Alton Lane a public or private company?
Alton Lane is a private company. It is classified as private equity controlled and is currently operating.
When was Alton Lane founded?
Alton Lane was founded in 2009. It employs 11 to 50 people.
Where is Alton Lane based?
Alton Lane is headquartered in Richmond, United States, in the North America region.
How does Alton Lane make money?
One revenue line is on record: custom Tailored Clothing Sales.
Who are Alton Lane's main competitors?
Emerging players on record are Generation Tux and Suitshop. Broad incumbents are Suit Supply, Tom James and Brooks Brothers. Direct peers are Knot Standard, Proper Cloth, My.Suit, Indochino and The Black Tux.
Does Alton Lane have an API?
No public API is recorded for Alton Lane.
What industry is Alton Lane in?
Alton Lane's product category is Custom Menswear. Its primary akta.pro industry code is CRAAABAC, Men’s Apparel Retail, with a secondary code of HSACAJAG, Men’s Styling & Tailoring Coordination. Its NAICS code is 458110 and its SIC code is 5600.