Bonobos
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.
- Company typePrivate
- Founded2007
- HeadquartersNew York, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Bonobos firmographics
Firmographics- 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
Bonobos industry classification
Industry- 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
Where Bonobos is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices37 records
Markets served
Bonobos business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- E-commerce Sales: Direct online sales through bonobos.com website, offering full product catalog with online-exclusive promotions and discounts
- Guideshop Retail: Revenue from 50 physical Guideshop retail locations across the US providing personalized fit consultation and try-before-you-buy experience
- Corporate Gear Program: Business uniform and corporate apparel program for organizations seeking professional wardrobe solutions
- Wholesale/B2B: Wholesale distribution of Bonobos apparel through partner retailers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Basic/Entry - T-shirts and essentials |
| Unit Pricing | Pay-as-you-go | Casual Shirts |
| Unit Pricing | Pay-as-you-go | Pants and Chinos |
| Unit Pricing | Pay-as-you-go | Suits and Blazers |
| Subscription | Monthly | Discount Programs |
| Unit Pricing | Pay-as-you-go | Sale/Clearance |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels10 records
Bonobos product offering
Product offeringCore 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
Companies that use Bonobos
Customer profileSegments6 records
Ideal customer profiles3 records
Bonobos technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Bonobos partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- Gregorys CoffeeminorPartnership 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.
- ExpresscoreExpress 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 BonobosminorInfluencer/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
Bonobos competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Bonobos social profiles
Digital presenceBonobos financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bonobos leadership team
Management profileNumber of profiles
Profiles3 records
Bonobos funding detail
Funding detailFunding overview
Funding rounds11 records
Investors19 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bonobos M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bonobos
What does Bonobos do?
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.
Is Bonobos a public or private company?
Bonobos is a private company. It is classified as corporate owned and is currently operating.
When was Bonobos founded?
Bonobos was founded in 2007. It employs 251 to 500 people.
Where is Bonobos based?
Bonobos is headquartered in New York, United States, in the North America region.
How does Bonobos make money?
Four revenue lines are on record. E-commerce Sales are the primary driver. The others are guideshop Retail, corporate Gear Program and wholesale/B2B.
Does Bonobos have an API?
No public API is recorded for Bonobos.
What industry is Bonobos in?
Bonobos's product category is Men's Apparel. Its primary akta.pro industry code is CRAAAAAE, Denim & Casualwear Brands, with a secondary code of CRAAABAC, Men’s Apparel Retail. Its NAICS code is 45811 and its SIC code is 5600.