Brooks Brothers @ Crossroads (Again)
By Alan Flusser
Brooks Brothers lies lifeless, as if on an operating table waiting for someone to resuscitate it. For months now, observers have pondered whether the right doctor with the right medicine will appear… Or whether the Godfather of American menswear be the victim of yet another well-meaning but ill-qualified owner who, like his predecessors, ends up chipping away at this once mighty fortress of men’s fashion and style.
On September 1, Authentic Brands Group LLC and SPARC Group LLC announced that they’d completed the acquisition of the 202-year-old institution — outfitter of 41 of 45 American presidents and the first retailer in the country to sell ready-made clothing for men. With the matter of a new owner resolved, the question for Brooks Brothers now is, where to from here?
Since the company filed for Chapter 11 in July, Brooks’ future has been the subject of fevered discussion. The most draconian of rumors has it that the majority of the famed retailer’s stores will likely disappear along with its three American factories. Distribution will move down-market to cheaper and more efficient online sales as opposed to the traditional, in-person experience that customers have long relied upon.