Menswear start-up InStitchu is setting up shop in David Jones, providing the department store with a new retail experience that combines old-world service with digital technology.

Founded by Australians Robin McGowan and James Wakefield in 2012, InStitchu sells tailored menswear at an accessible price point, using technology to provide mass customisation and made-to-measure suits.

Although it began life as a pure play ecommerce retailer, the business isn’t new to physical retail. It opened a showroom six years ago and The David Jones store will be the company’s 10th location across Australia and the US.

The business raised $3 million early last year from China’s Dayang Group, one of the world’s largest suit manufacturers, to support its global expansion plans.

The co-founders anticipate that many more David Jones Showrooms will be opened over the next 12 months across the country.

“Since we opened our first Showroom at 350 George Street, Sydney we have found that this physical element has really completed the InStitchu experience—an experience that we are now renowned for,” Robin McGowan said.

“This unique partnership with David Jones is an opportunity for both businesses to combine the classic ease of department store retail with the contemporary pleasure of our tech-based, old-world tailoring experience.”

The new David Jones InStitchu Showroom will take individual, wedding party and group bookings, where customers can view premium fabrics and be measured and guided on design by one of InStitchu’s stylists.

“InStitchu marks the arrival of a new type of retail experience, one where the customer joins the design journey of their garment,” said Chris Wilson, David Jones General Manager of Menswear and Childrenswear.

“We’re thrilled to welcome InStitchu to our menswear designer offering at David Jones and know our customers will be inspired by the revolutionary made-to-measure service.”

David Jones previously was home to Shoes of Prey, another online retail player offering customised products which went into liquidation earlier this year.

However, the Institchu founders told AFR they’re in a different position to Shoes of Prey, thanks to its market penetration and experience in omnichannel retail operations.

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