Indochino reboots Essential Collection (and increases prices)

Indochino has certainly evolved as a brand over the last couple of years and keeps coming up with new collections every other month. This time, Indochino has decided to overhaul their popular Essential Collection, giving their basic suits a well deserved time in the spotlight with new imagery and some nice editorials.

The Essential Suits focus very much on timeless style and don’t bother much with fashion trends – and that’s exactly what makes them so versatile. You simply cannot go wrong with a 2-button Essential Charcoal suit or the ubiquitous Essential Navy Suit, the Essential Line simply offers those suits every man should own.

So far, so good. 

It’s a mixed affair with Indochino for many. While the days of 30% deals, Groupon coupons and free shirts sadly seem to be gone for good, increased product quality and a good selection still make prices from $449 (an increase of $70 compared to just a week ago) for a custom suit rather reasonable. Often forgotten, Indochino had introduced a number of significant quality improvements in late 2012 – Bemberg linings, BWF collar felts, Helsa shoulderpads – read more about it here: Thomas Mason fabrics and the impressive development of Indochino.

Indochino’s social media channels today are full of disgruntled customers demanding more information on the price hike and want to know what makes the suits different from those just a week ago.

For me, it mainly shows that Indochino is now past the time when only growth mattered and profit was a dream for the future. Investors want to see money and I guess everyone now believes the brand and its customers are ready for it. They are pushing this strategy with full force and hope to get through the initial outcry as quickly and with as little damage as possible.