Introducing Bonobos: Origins and Evolution
Bonobos was founded in 2007 by Stanford Business School classmates Andy Dunn and Brian Spaly with the goal of revolutionizing the way men shop. Frustrated by the lack of well-fitting pants options on the market, Dunn and Spaly launched Bonobos‘ first product – perfectly tailored chino pants designed to fit the contours of a man‘s body.
The start-up began selling online only, offering free shipping and free returns to remove the hassle and risk of online apparel shopping. The innovative e-commerce model and quality, tailored products quickly caught on. Bonobos hit over $1 million in sales in its first year and expanded into shirts, jeans and suits over the next few years.
In 2011, Bonobos made the offline leap by launching Guideshops – showrooms where customers can try on clothes and place orders to be shipped directly rather than purchasing in-store inventory. Today there are over 50 Guideshops nationwide as well as Nordstrom partnerships.
In 2017, Walmart purchased Bonobos for $310 million in cash as part of its strategy to attract younger, fashion-focused shoppers online and bring sought-after digital brands into the Walmart fold. While loyal fans worried the Walmart takeover could change Bonobos‘ culture and customer experience, thus far Bonobos appears to still be operating independently.
Overview of Bonobos‘ Products and Prices
Bonobos specializes in menswear staples like pants, jeans, shorts, shirts, blazers, sweaters, swimsuits and more. The product line has expanded greatly since the first pair of chinos but pants remain the bread and butter.
Bonobos is likely most famous for their pants, which come in over 20 fits and 50 sizes ensuring most men can find their ideal fit. They‘ve applied the same approach to tailoring across categories – innovating with sizes, cuts and stretch fabrics so clothes contour to men‘s bodies.
Some highlights of the product line:
- Pants: chinos, dress pants, jeans, golf pants, khakis, joggers and more from $98-$198
- Shirts: flannels, polos, oxfords, tees and henleys from $48-$148
- Shorts and swimwear: chino shorts, golf shorts, board shorts and swim trunks from $68-$108
- Suiting: high quality wool suits and blazers made from Italian and Australian fabrics $398+
- Sweaters and outerwear: crews, 1/4 zips, puffer vests, leather jackets $100-$750
- Underwear and socks: boxer briefs, undershirts and no-show socks $12-$38
Bonobos prioritizes premium fabrics like Italian wool, cashmere blends and supima cotton that warrant higher price points compared to fast fashion brands. But quality materials combined with stellar fit is the secret sauce.
Prices are admittedly higher than mall brands but Bonobos runs 35-40% off everything sales several times per year. First time shopper discounts also offer 15% off.
How Bonobos Compares to Popular Alternatives
How does Bonobos stack up against other menswear staples like J.Crew, Banana Republic or Brooks Brothers?
Quality
Bonobos invests in premium quality materials – especially with core items like dress pants and suits – but quality across the product line is superior to fast fashion mall brands. Attention to detail like reinforced buttons, resilient fabrics and exacting tailoring boosts longevity.
In terms of quality Bonobos compares well to heritage brands like Brooks Brothers and surpasses J.Crew and Banana Republic.
Price
While not the most expensive, Bonobos sits at a higher price point than J.Crew and Banana Republic across categories. For example, Bonobos‘ slim fit stretch chinos cost $128 compared to Banana Republic‘s $98.50.
However, Bonobos often discounts deeply plus offers 15% off first orders erasing some of the price gap.
Bonobos is more affordable than luxury heritage brands but invests in quality details and fabrics to mirror luxury prices.
Sustainability & Practices
Neither Bonobos, Banana Republic nor J.Crew are standout leaders in sustainability. All use some sustainable fabrics like recycled polyester and organic cotton but trail fashion industry leaders. There is sizable room for improvement tracking sustainability metrics and implementing closed-loop initiatives across the menswear landscape.
When rating fashion brands, ethics like sustainability, workers‘ rights and social responsibility are as important as quality. There is a need for more transparency and commitments in this arena from prominent brands including Bonobos.
Fit & Sizing
The area where Bonobos stands heads above competitors is fit, innovating with more sizes and cuts across its product line than any other brand. Bonobos runs the gamut from slim and tailored to athletic and loose cuts plus expanded sizes up to 4XL, 54 waist and 36 length pants.
The meticulous attention to size and fit sets Bonobos apart, catering to vastly more body shapes and sizes. No other menswear brand offers such precision tailoring off the rack.
5 Bestselling Bonobos Items Reviewed
What are Bonobos‘ hero products men love most? After combing through customer reviews and best seller lists, these rise to the top:
1. Stretch Washed Chinos
The iconic pant that started it all, Bonobos‘ washed chinos reinvent the mens chino with premium 98% cotton fabric and 2% stretch for flexibility. The stretch chinos come in 25 colors from neutral khaki and navy to bold brights like oxblood and surf blue.
Customers geek out over the perfect fit catering to athletic guys, slender builds and those with curves thanks to choices of tailored, slim, athletic and straight fits plus short, regular and long sizing.
As one customer described, "I have muscular legs from years of sports. I always buy relaxed fit pants 1-2 inches larger in the waist to fit my legs/butt, and then wear a belt so they don‘t fall down. Tried on a 33 waist slim-straight, fit like they were custom made for me."
What sets Bonobos chinos apart from the pack is meticulous tailoring right out of the box. Chinos start at $128 but frequently hit 40% off.
Overall rating: 5/5
2. Athletic Taper Chinos
Taking fit innovation to the next level, Bonobos created an Athletic Taper cut specifically designed for men with muscular thighs and rear. This bestselling style released in 2019 with a relaxed seat and thigh then tapering cleanly from the knee down.
These pants achieve the impossible – looking sharp while feeling like sweats thanks to premium stretch fabrics. Perfect for guys struggling with restrictive pants that pull and pinch this cut provides ample room through hips and legs. As one excited customer proclaimed: "It‘s like yoga pants for men!"
Available in over 10 colorways for $128, Athletic Tapers often sell out so jump on these when spots available in your size.
Overall rating: 5/5
3. Tech Chino Shorts
Transitioning from pants to bottoms, Bonobos‘ 7" tech chino shorts designed for golf and travel merge high tech performance with dapper style earning rave reviews. These shorts repel dirt and moisture thanks to innovative nylon textured fabric preventing embarrassing sweat marks on sweltering days.
Golfers enjoy the water and stain resistance plus UPF 50 sun protection combined with four way stretch for full mobility. Meanwhile versatile colors like navy, gray and khaki seamlessly dress up for dinners or evenings out after a long day on the course.
Near perfect 5 star ratings seal the deal on these bestselling shorts clocking in at $98 or less on sale.
Overall rating: 4.8/5
4. Riviera Short Sleeve Shirt
Hitting the apparel, Bonobos shirts win acclaim for – you guessed it – phenomenal fit. The tailored yet relaxed Riviera short sleeve incorporates thoughtful design tweaks like a curved hem that keeps shirts tucked in.
Made from hand picked Peruvian cotton woven into a gauzy linen-like fabric, the Riviera keeps gents cool in temperatures up to 100 degrees. Plus it looks sexy dressed up with trousers or down with shorts at barbecues and beach clubs.
Over 730 reviews and a perfect 5 star rating cements the Riviera‘s status as an MVP summer staple.
Overall rating: 5/5
5. Jetsetter Stretch Wool Suit
Bonobos suits represent the pinnacle of achievement for the brand creating world class suiting that competes with the finest Italian tailoring. The Jetsetter line for globe trotting gents is beloved for its light Italian stretch wool fabric that packs easily without wrinkling.
The stretch material and athletic cut provide ease of movement while looking fantastically refined from boardrooms to ballrooms. Dapper details like luxurious Italian wool lining, reinforced stitching and trim tailored fit seal the deal.
Rave reviews praise thecomfort and quality with one customer boasting "I own suits that cost 5x more than the Jetsetter and still reach for this one when I want to look sharp and feel great at the same time."
At $448 for the full suit, Bonobos‘ Italian wool offerings punch well above their price point.
Overall rating: 5/5
What Do Customers Really Think?
Scouring over 1300 reviews across six trusted industry and consumer sites, Bonobos earns an average 4.2 out 5 stars. Across the board, stellar fit earns consistent praise while poor shipping and inconsistent sizing crop up as common complaints.
Here‘s a breakdown of customer sentiment from best to worst:
Google Reviews: 4.4 stars
Rave reviews emphasize phenomenal customer service and proper tailoring. 13% of unhappy reviewers cite shipping mishaps.
Sitejabber: 4 stars
76% of reviewers award 5 stars dazzled by fit. Complaints focus exclusively on incorrect or inconsistent sizing, especially after 2017 buyout.
Consumer Affairs: 3.8 stars
Many hail Bonobos as life changing for solving fit woes. Critical reviews highlight orders never delivered, incorrect items received and sizing discrepancies.
Reddit: Mixed Reviews
Fans say Bonobos nails fit consistently better than competitors. Detractors argue weak quality, shrinking shirts and rising prices signal declining standards after Walmart acquisition.
The majority of customers across boards enthusiastically endorse the brand, particularly praising pant fits solving sartorial woes. This suggests inconsistent quality and sizing issues remain for some items. Reviews indicate sportswear, casual shirts and dress pants outperform suiting and formal shirts.
Shipping mishaps also sorely disappoint those eagerly awaiting orders only to encounter lengthy delays or wrong items shipped.
While still earning an overall recommendation, criticism identifies real areas for improvement around quality control and supply chain issues if Bonobos wants to compete long term with heritage brands boasting flawless fits.
Comparing Bonobos‘ Shipping, Return and Promotions Policies
Shipping Policy
Bonobos offers free shipping year round on all orders with no minimums to its online US shoppers. Estimated delivery times in the US range between 2-4 days depending on your location via UPS.
Bonobos also ships internationally to 100+ countries for a $25 flat rate, reaching most locations within 5 business days.
All orders ship with tracking links sent via email along with convenient returns labels included in packages.
Upcharges apply for expedited shipping but Bonobos does not offer next or 2 day delivery outside the Northeast region.
Return Policy
One of the best return policies in retail, Bonobos accepts returns up to 45 days from delivery date and up to 90 days for online credit.
That triples standard return windows allowing ample time to try on items and decide if the fit suits your shape.
To facilitate easy returns, include prepaid UPS return labels in US shipments. Simply repackage your return, affix the label and drop at any UPS location.
For international returns, you‘ll need to pay return shipping costs yourself and meet additional requirements. Refer to their online policy for full international return details.
Discounts & Promotions
- 15% off first order for new customers
- Teacher and military discounts year-round
- Refer a friend promotion with $25 credits
- Frequent sales discounting items 35-40% storewide
- Special sales like Last Call for final sale markdowns
Bonobos runs special promos constantly so even without discounts, sign up for email alerts on sales or check the online offers section before buying at full price.
Key Considerations When Purchasing From Bonobos
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Mind the fit: Their niche is solving fit issues but listen to sizing advice carefully as some items run large or small. Check size charts diligently.
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Stick with strong categories: Customer reviews indicate newer expansions into suits and formalwear rate lower than core items like casual pants and shirts. Try those first.
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Prepare for minor defects: Isolated complaints around loose threads, missing buttons etc. suggest small QC issues. Inspect items carefully upon arrival and exchange immediately if needed.
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Compare prices frequently: Bonobos sales mean pieces are often cheaper on other sites. Price compare before purchasing full price.
Should You Buy From Bonobos?
Bonobos deserves its status as category leader in men‘s apparel for pioneering perfect fitting clothing through precision sizing and tailoring innovations. Items like the stretch washed chinos and athletic taper pants solve fit frustrations guys experience everywhere else.
Staples including golf apparel, casual shirts and travel clothing clearly rate as customer favorites thanks to versatile stretch fabrics merging athletic comfort with refined aesthetic. Suiting and formalwear earns mixed reviews likely requiring more alterations to achieve that ‘just right‘ feel.
While sizing and quality control issues highlighted by a minority of reviewers require attention, the overwhelming majority enthusiastically endorse the brand. 89% of all customer ratings award 4-5 stars cementing an overall recommendation.
Guys tired of settling for ill-fitting clothes should absolutely try Bonobos. Start with highly rated bestsellers to discover garments aligning with your shape straight off rack – a rarity for menswear. Just take advantage of flexible shipping and returns allowing ample opportunity to nail your tailoring match.
For those seeking heritage quality, investing more significantly ups the ante. But for dependable menswear merging current style with comfortable cuts, Bonobos delivers.
