What Atelier Munro does

Atelier Munro is an Amsterdam-headquartered menswear brand founded in 2007 and operating under parent entity Selfmade Group B.V., with a US subsidiary (Munro Inc., New York) and a Canadian subsidiary (AM Customade Clothing Inc.). The company sells Made-to-Measure and Ready-to-Wear menswear, anchored by a proprietary FitProfile system that captures client measurements, posture, and preferences in a single advisor-led appointment and reuses that profile for all future orders. The Made-to-Measure catalog spans suits ($2,295-$3,010+), jackets, shirts, knitwear, outerwear, vests, pants, ties, shoes ($550-$795), and accessories, sourced from premium mills including Loro Piana, Zegna, Ferla, Weba, and Thomas Mason; production is carried out by 10 partner ateliers across Italy, India, and China with a 3-5 week delivery cycle.

The business operates a hybrid distribution model combining corporate-owned flagship stores (Amsterdam, Rotterdam, Maastricht, Toronto, Calgary, Vancouver), AM Boutiques (Antwerp, Oisterwijk), shop-in-shop corners, franchise stores, independent style advisors, and a private e-commerce portal at my.ateliermunro.com accessible only to measured clients. The company layers four GTM motions: advisor-led enterprise field sales (in-store, at-home, and virtual appointments), direct-to-consumer reordering through the private store, a franchise/partnership fee stream from independent advisors and shop-in-shop operators, and occasion/wedding-focused vertical marketing. Pricing is unit-based and fabric/construction-driven, with no subscription or recurring revenue model disclosed.

The customer base spans professional men building core wardrobes, wedding clients (grooms and parties), sports and athletic clients via formal-wear partnerships with AFC Ajax and Royal Antwerp F.C., and occasion-wear buyers. Marketing is content-led through editorial portraits, The AM Times, and seasonal lookbooks, with no paid acquisition signals detected. The company employs 38 staff and serves Europe, North America, and parts of Asia through a mix of owned and partner-operated locations.

Name

Atelier Munro

Legal name

Munro Inc.

Website

https://ateliermunro.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Atelier Munro is an Amsterdam-based menswear brand founded in 2007 offering Made-to-Measure and Ready-to-Wear clothing through a proprietary FitProfile system, 90+ global locations, and a franchise and independent-advisor network serving professional men, wedding clients, and sports organizations.

Ownership category

akta.pro rank

Product category

Custom Menswear

NAICS

Apparel Manufacturing (315), Cut and Sew Apparel Manufacturing (except Contractors) (31525), Cut and Sew Apparel Contractors (315210)

SIC

Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Custom Tailoring & Made-to-Measure Adjustments (HSAJAFAM)

akta.pro secondary industries

Luxury Menswear (CRAAAFAF), Dresses, Skirts & Tailored Apparel Cut & Sew (Suits/Formalwear) (IMAOAEAF), Men’s Styling & Tailoring Coordination (HSACAJAG), Formalwear Alterations (Bridal, Bridesmaid, Prom, Tuxedo) (HSAJAFAJ)

Keywords

• Made-to-measure menswear
• Custom tailored suits
• Ready-to-wear apparel
• Personal styling services
• Bespoke clothing

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain

Revenue model

1. Made-to-Measure Custom Garments: Primary revenue stream. Clients design and order bespoke suits, jackets, shirts, knitwear, trousers, outerwear, accessories, and shoes crafted to their exact measurements and style preferences. Priced based on fabric selection, construction type, and design details. Average delivery 3–5 weeks. Once measured, clients can reorder via private online store.
2. Ready-to-Wear: Curated seasonal collection of pre-made garments available for immediate purchase and shipping. Includes suits, knitwear, shirts, jackets, outerwear, pants, accessories, eyewear, caps, belts, scarves, and fragrances. Ships from Netherlands (EU orders) or Canada (North America).
3. Personal Styling & Appointment Services: Style advisors provide guided consultations during appointments, helping clients explore options, select fabrics, and design garments. Service is bundled with the Made-to-Measure experience.
4. Franchise & Partnership Fees: Four business models offered: franchise stores (entrepreneur-owned boutiques), independent style advisors, shop-in-shop partnerships with multi-brand retailers, and flagship store employment. Generates franchise and partnership revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels7 records

Core offering

Atelier Munro designs, sells, and crafts made-to-measure menswear including custom suits, jackets, shirts, knitwear, outerwear, trousers, vests, ties, shoes, and accessories, complemented by a ready-to-wear line. Each client is measured in-store or virtually to create a personal FitProfile that drives all future garment production, with items crafted on-demand at partner ateliers in Italy, India, and China and delivered in 3–5 weeks.

Product overview

Atelier Munro is a menswear brand offering a dual offering of Made-to-Measure and Ready-to-Wear products. The Made-to-Measure service allows customers to create custom garments tailored to their exact body measurements and style preferences through personal Style Advisor consultations, using a FitProfile system. The Ready-to-Wear line includes pre-made items. The product portfolio encompasses suits, jackets, shirts, knitwear, outerwear, pants, vests, ties, accessories (bow ties, pocket squares, scarves, belts, caps), footwear (loafers, Derbies, Oxfords, sneakers), and fragrances. Key differentiators include premium Loro Piana fabrics, Italian craftsmanship, and a made-on-demand approach focused on sustainability. The brand operates 50+ locations across Europe and North America.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Made-to-Measure delivery in 3–5 weeks from order placement
• +2 more outcomes

Named customers8 records

Segments4 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

Five partnerships are on record, tiered flagship and core.

• AFC AjaxflagshipGTM or Marketing PartnerAFC Ajax, the renowned Dutch football club, partners with Atelier Munro as its Official Formal Wear Supplier. The partnership embodies 'a return to elegance and enduring style,' with Atelier Munro dressing the club's players and management for formal occasions. Atelier Munro also created 'The Essential Flex Collection' with AFC Ajax.
• Royal Antwerp F.C.coreGTM or Marketing PartnerRoyal Antwerp F.C., the Belgian football club, is featured in Atelier Munro's community portraits, indicating a formal or informal partnership for the brand's editorial and styling content.
• SustainalizecoreStrategic or Co-development PartnerAtelier Munro works closely with sustainability consultants Sustainalize to continually reduce its ecological impact across its operations, fabrics, and supply chain.
• Fair Wear FoundationcoreStrategic or Co-development PartnerAtelier Munro works with the Fair Wear Foundation to ensure employees across its 10 production ateliers (in Italy, India, and China) are treated fairly and work under appropriate conditions.
• Loro PianacoreTechnology or IntegrationAtelier Munro sources premium Summertime® and Summertime Move® fabrics from Loro Piana in Italy for its luxury suit collections, including wedding and occasion wear. Loro Piana is one of the world's finest fabric mills.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Suitsupply: Dutch-founded affordable luxury menswear brand with global retail footprint offering made-to-measure suiting alongside ready-to-wear. Competes with Atelier Munro on fabric quality, custom options, and price-to-quality positioning, particularly in European markets.
• Indochino: Direct-to-consumer made-to-measure menswear brand offering custom suits and shirts at sub-$500 entry price points through showrooms and e-commerce. Closest direct competitor to Atelier Munro's Made-to-Measure proposition, competing on similar value proposition at lower price tiers.
• Tom James: US-based custom tailored menswear company with a large network of traveling sales consultants providing at-home and office appointments. Closely comparable to Atelier Munro's independent style advisor model, offering custom suiting and shirts directly to professional men.
• Knot Standard: Made-to-measure menswear brand with showrooms in major US cities and an online configurator for custom suits, shirts, and tuxedos. Direct competitor to Atelier Munro's Made-to-Measure service with similar advisor-led showroom experience and premium fabric sourcing.
• Cad & The Dandy: UK-based bespoke and made-to-measure menswear brand operating Savile Row-adjacent showrooms with personal tailor consultations. Closely comparable to Atelier Munro's advisor-led Made-to-Measure model and similar premium positioning, with primary focus on the UK market.

Emerging players

• Black Lapel: Online made-to-measure menswear brand specializing in custom suits, tuxedos, and shirts with a digital-first fitting experience. Comparable to Atelier Munro on Made-to-Measure value proposition, with a different acquisition model (no physical stores required).
• SuitShop: Online-first made-to-measure and ready-to-wear menswear brand focused heavily on weddings and group/party orders. Directly comparable to Atelier Munro's wedding occasion segment with strong digital acquisition model.

Broad incumbents

• Brooks Brothers: Historic American menswear retailer offering made-to-measure suiting alongside its broader ready-to-wear assortment. Competes with Atelier Munro in the custom tailoring space while serving a much wider customer base across businesswear and formal wear.
• Mr Porter: Global luxury menswear e-commerce platform owned by Richemont, offering multi-brand curated menswear including custom and made-to-measure services. Competes with Atelier Munro for premium menswear spend and wedding/formal occasion purchases, but as a multi-brand aggregator rather than a tailoring specialist.
• Z Zegna: Luxury menswear brand and fabric mill under the Ermenegildo Zegna Group, offering made-to-measure suiting alongside ready-to-wear collections. Competes with Atelier Munro on premium positioning and Italian fabric sourcing, with broader global brand recognition.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ateliermunro

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Atelier Munro