Bonobos

What Bonobos does

Bonobos is a US-based direct-to-consumer men's apparel brand founded in 2007 and headquartered in New York, operating through its own e-commerce platform and a network of 50 Guideshop retail locations across major US metros. The company sells a comprehensive menswear assortment built around pants (chinos, jeans, dress pants), shirts, shorts, suits and blazers, golf apparel, accessories, and a seasonal linen collection. Its core product franchise — The Original Chino and its 2026 successor The Chino 2.0 — anchors a fit-engineered catalog that typically offers 3-7 fits per product (Standard, Slim, Tailored, Athletic), differentiated by proprietary 4-way stretch fabric, wrinkle-resistant treatments, moisture-wicking performance finishes, and premium materials such as Italian linen and pima cotton. Pricing spans $35 for entry tees to $1,200 for premium Empire suits, with active promotional layering (30% seasonal sales, 20% first-order discount, segmented discounts for teachers/students/military/first responders, 25% refer-a-friend). Beyond DTC, Bonobos runs a Corporate Gear B2B program and a wholesale channel, while celebrity-led campaigns (Nicholas Braun, Carl Radke, Joe Santagato) and a Friends of Bonobos influencer program support top-of-funnel demand generation.

The company was acquired by Walmart in 2017 for approximately $310 million and subsequently divested in 2023 to Express and WHP Global for $75 million, at which point Greg Scott (formerly CEO of New York & Co.) was appointed to lead the combined Express–Bonobos entity. Bonobos now operates as a subsidiary of Express Fashion LLC under the legal entity Express BNBS Fashion, LLC, with access to Express's 400+ store footprint in addition to its own 50 Guideshops. The brand is privately held, employs between 251 and 500 people, and reports no disclosed AI/ML capabilities, no proprietary APIs or platform integrations, and no venture funding rounds post-2014. Strategic activity through 2026 — including the Chino 2.0 launch, the 'Cooler in Linen' Summer 2026 campaign, and co-marketing partnerships such as the Gregorys Coffee Guideshop activation — indicates an operationally active brand operating under a turnaround/repositioning mandate rather than a wind-down.

Name

Bonobos

Legal name

Express BNBS Fashion, LLC

Website

http://www.bonobos.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

251–500 employees

Short description

Bonobos is a US direct-to-consumer men's apparel brand founded in 2007, selling fit-engineered chinos, shirts, shorts, suits, and golf apparel through bonobos.com and 50 Guideshop retail locations; now a subsidiary of Express Fashion LLC under WHP Global management.

Ownership category

akta.pro rank

Product category

Men's Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Apparel Manufacturing (315)

SIC

Retail-Apparel & Accessory Stores (5600), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320)

akta.pro primary industry

Denim & Casualwear Brands (CRAAAAAE)

akta.pro secondary industries

Men’s Apparel Retail (CRAAABAC), Luxury Denim & Premium Casualwear (CRAAAFAK)

Keywords

• Men's apparel
• Direct-to-consumer fashion
• Premium menswear
• Custom fit clothing
• Golf apparel

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices37 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. E-commerce Sales: Direct online sales through bonobos.com website, offering full product catalog with online-exclusive promotions and discounts
2. Guideshop Retail: Revenue from 50 physical Guideshop retail locations across the US providing personalized fit consultation and try-before-you-buy experience
3. Corporate Gear Program: Business uniform and corporate apparel program for organizations seeking professional wardrobe solutions
4. Wholesale/B2B: Wholesale distribution of Bonobos apparel through partner retailers

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Bonobos is a direct-to-consumer men's apparel brand that designs, manufactures, and sells better-fitting clothing including chinos, dress pants, jeans, casual and dress shirts, shorts, swimwear, suits, blazers, sweaters, and golf apparel, complemented by accessories. The brand sells primarily through its own e-commerce site (bonobos.com) and 50 Guideshop retail locations across the United States, with smaller wholesale and corporate uniform channels.

Product overview

Bonobos is a men's clothing brand offering a comprehensive wardrobe solution through multiple interconnected product lines. The core offering centers on pants (chinos, jeans, dress pants), shirts (casual, dress, polos), shorts, suits and blazers, and golf apparel, complemented by accessories. The brand's founding product, The Original Chino, remains central to its identity, with The Chino 2.0 representing the modern evolution of this signature style. Bonobos differentiates through fit options (typically 3-7 fits per product), stretch fabrics, and wrinkle-resistant technologies across its product lines. The company operates through a Guideshop retail model combined with e-commerce, offering a personal fit consultation experience. The linen collection represents a seasonal focus area for warm weather, while the Jetsetter and Performance Link collections serve specific use cases (formal/business and golf/sports respectively).

Differentiator

Problem solved

Functional benefit

Products and services

• Pants & Jeans
• Shirts & Tees
• Shorts & Swim
• Suits & Blazers
• Golf Apparel
• Accessories
• The Chino 2.0
• Linen Collection
• Corporate Gear Program

Quantifiable outcome

• 20% off first purchase for new customers with email signup
• +1 more outcomes

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Gregorys CoffeeminorGTM or Marketing Partner · 10 February 2026Partnership for in-store promotional event on February 21st at Guideshop locations. Event featured coffee, new chino styles, and 25% off customer orders. Co-marketing initiative to drive foot traffic and engagement through experiential retail.
• ExpresscoreStrategic or Co-development Partner · 1 January 2023Express and WHP Global partnered to acquire Bonobos for $75 million in 2023. Bonobos had previously been sold by Walmart for a fraction of its original $310 million acquisition price. Combined entity operates 400 Express stores and 50 Bonobos Guideshops with plans to build a platform blending retail, e-commerce, and experiential elements. Greg Scott, former CEO of New York & Co., leads both Express and Bonobos.
• Friends of BonobosminorGTM or Marketing PartnerInfluencer/ambassador program featuring brand advocates and content creators who promote Bonobos products through their networks and platforms. Builds community engagement and authentic brand advocacy.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Bonobos
• YouTubeyoutube.com/user/bonobos
• Facebookfacebook.com/bonobos
• Instagraminstagram.com/bonobos
• LinkedInlinkedin.com/company/bonobos

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds11 records

Investors19 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bonobos