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Having experienced some of the best years in its history , DXL Group is capitalizing on its successes . Recent growth has cemented it as the most comprehensive big and tall retailer in the US . As well as expanding its operations with new locations , the business is also consolidating its marketing presence to emphasize what differentiates it from the competition . DXL Group offers a holistic , experience-led retail service for large and tall men whose needs are often not met by traditional retailers .
Chief Executive Officer , Harvey Kanter , elaborates on what makes the company so unique . “ Most retailers just proportion up for larger sizes , that is , make the same product in the same proportions just ten or 20 percent bigger . This means that larger clothes from traditional retailers often don ’ t fit well , with inadequate room in the front of a top or baggy cuffs in a shirt , whereas our company has a unique and proprietary fit which creates products in the shapes customers need .
“ We sell everything a big and tall customer would want to wear , including tailored clothing , casual and sportswear which makes up about 80 percent of our revenue , as well as hats , watches and shoes ,” Harvey adds . “ We provide products from leading brands such as Ralph Lauren , Hugo Boss , and Carhartt , but also several products that cannot be found elsewhere ; around 30 percent are under exclusive license , and around 50 percent of our revenue is raised by our own private brands .
“ On top of the unique fit we bring to market , we offer a curated selection of products that allow the consumer to wear the clothes and accessories he wants in the style he chooses .” Harvey goes on to explain how the company ’ s wrap-around approach has led to the evolution of its stores . “ By opening up the layout of a store and designing it around a central island , we have transformed the service from a transactional approach to a more consultative interaction . Store associates are better able to offer counsel , providing the customer with direction on the sizes and styles he is seeking .
We sell everything a big and tall customer would want to wear
“ Each of these islands has a digital interface which maintains an updated stock list of what ’ s in store but also online , which is obviously a much greater range than we are able to carry in store ,” Harvey continues . “ When a customer finds a shirt in the perfect size for example , our store associates can show him five other shirts in the same size . It significantly streamlines the sales experience and enables our associates to expose our customers to a greater range of complementary products . It can also seamlessly combine inperson and online orders into one transaction .”
DXL Group is also implementing other transformational technological solutions . Harvey outlines how FITMAP will further transform the customer experience : “ With our technology partner we will be able to offer customers a digital fitting that takes 243 measurements . This enables us to offer entirely custom-made clothing delivered to store or the customer ’ s home within two-to-three weeks at incredible prices . The system will also enable us to provide sizing information . Based on the metrics , we are able to say if a customer is a 4XL in one of our brands then they would fit a 4XL in Ralph Lauren but a 5XL in Hugo Boss for example . The software compares the measurements against the fit blocks each brand brings to market .
“ It makes the shopping experience so much easier . It also helps support our remarkable return rate , which is in the single digits ; an outcome we are extremely proud of .
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