ModCloth matures its apparel along with business plan

Retro-inspired retailer ModCloth is expanding in more ways than one. Along with the new opening of retail stores, the vintage apparel company is also introducing more normalized, sophisticated styles in its inventory.

Since ModCloth’s launch in 2002 from co-founders Susan Gregg Koger and Eric Koger, the brand has been favorably known for its expressive, unique apparel. Reminiscent of vintage clothing along with whimsical prints, the e-commerce site was known for its various range of apparel from independent designers. However, in order to expand its audience, the San Francisco-based company has decided to change its aesthetic slightly. “We’re making some of the personality more subtle,” chief executive of the retailer Matt Kaness told Bloomberg.

Alongside its quirky apparel offerings, the e-commerce site will also bring more understated options for sale. Currently, the international company brings in over 150 million dollars annually as of 2014, according to the publication. By bringing in this additional type of apparel along with its original style, it seems likely that the company will only grow further in revenue in the future.

ModCloth to open first brick-and-mortar store in Texas

In additional to expanding its merchandise, ModCloth is also opening more brick-and-mortars. Although the brand has done well mostly through its e-commerce site, its physical presence is growing. Next month, the brand will open its first flagship located in Austin, Texas. The store will be 4,000 square feet and will determine the future of other retail store openings in the future.

Part of these changes could also be in part to the executive changes ModCloth has undergone this year. In May, the company brought in Nicolas Genest as their chief technology officer in order to scale new business models. Earlier in March, ModCloth also hired three new executives including Elizabeth Cooksey as vice president of stores and retail operations, Mary Alderete as chief marketing officer, and Mike Janover as vice president of marketing. Although they all fulfill three different roles, their main focus for the brand was on expansion and retail presence.

It seems with the company’s new store opening and addition in retail offerings that ModCloth is headed in the right direction. Along with these improvements, the e-tailer is also planning a new branding campaign and a new logo according to Bloomberg. While the DNA of ModCloth will stay true to its original mission, the company is undergoing a new revival.

Photo: ModCloth