Surmesur is making its mark as a new retailer with its personalized menswear concept.
The Canada-based menswear company opened a store in Chicago at 200 North LaSalle St., which will serve as a new shopping destination for the city’s consumers, particularly those that desire a better shopping experience with men’s apparel. This location will be the company’s second store in the U.S., along with another existing location in Pittsburgh.
“We’ve had Chicago in our sights for a long time,” Surmesur Co-founder François Thériaul said. “In fact, thousands of Chicagoans have walked past our door every day over the last few months while we were inside, working on the finishing touches – well, those doors are now open.”
Thériault and his brother Vincent started Surmesur six years ago in Montreal, coming together to tackle the greater issues of menswear. Since 2010, Surmesur and other companies, including Stitch Fix Men, have acknowledged the male shopper demographic by offering customized fittings and easier purchasing processes. Chicago was the company’s next business move, in order for it to grow its merchandise and continue assisting consumers with its innovative menswear solution.
“The concept is simply to democratize made-to-measure menswear by making it accessible to everyone, offering men a customized shopping experience in an unpretentious environment where they can be themselves,” Thériault explained.
Surmesur shoppers are part of a customized four step process. First, fabrics are selected. Next, garment options, including buttons, collars and cuff are picked. The company’s measurement specialists then note body dimensions for a final fitting.
Consumers also play an important part in the Surmesur customized menswear experience. A combination of traditional tailoring with advanced technology allows clients to access The Studio, which is a digital creation program that allows them to design and view finished apparel products. In the comfort of their own home, clients may personalize their shopping experience and place orders seamlessly.
Surmesur retail prices start at $60 for shirts and suits start at $375. The company also provides over 8,000 quality fabrics for consumers to choose from for their personalized menswear experiences.