Awesome fitting men's pants, shorts, swimsuits, and polo shirts
New York City, New York, United States United States
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Company description
Bonobos was founded in 2007 by Andy Dunn and Brian Spaly to solve a major problem in men's fashion: Men want better-fitting trousers, but they don't want to hours in retail stores paying huge mark-ups on designer goods. Brian used the world's best fabrics to make pants that fit more flatteringly, and Andy had the idea to make the customer experience top-notch by selling online with ninja customer service. Bonobos now has customers in all 50 states and over 40 countries worldwide
Business model

Bonobos is a vertically integrated apparel company that sells exclusively through its website, While the company began as an endeavor to bring men better, more flatteringly fitted pants, it has branched out to include shorts, swimwear, and polo shirts.


By selling exclusively online, Bonobos can deliver a customer experience unparalleled in the traditional retail world. With ninja customer service and the world's best return policy, Bonobos earns the trust and esteem of many new customers every day.

Competitive advantage

Bonobos' competitive advantage lies in its user experience and customer service. Rather than shop in a traditional retail store or boutique, men shop from the comfort and convenience of their home or office. Their items arrive speedily, and any problems or questions are fielded by the "ninjas"--Bonobos' crack team of enthusiastic, college-educated customer service agents who are passionate about the product and company.


By selling online, Bonobos is able to offer a product and level of service that would cost twice as much (or more) to achieve offline.