Bonobos Launches New Gen Z-Focused Clothing Label
Bonobos announced the launch of a new Gen Z-focused menswear label called Bonobos Fielder on Friday.
The new label has been designed to offer brighter and more functional clothes at affordable price points ranging from $14 to $40. It is being made available at Walmart’s website and 250 stores, marking the first time Bonobos clothing is being made available at Bonobos stores.
Bonobos was acquired by Walmart in 2017 for $310 million at a time when the retail giant was seeking to expand into new business lines and shake off its image as a cost-friendly retailer. Over the years, the brand has offered trendy-yet-business casual clothes. The new line, however, has been designed to offer shoppers street leisure clothing options.
“Bonobos at its core is about celebrating self-expression and fueling it with confidence,” said David Sasson, chief operating officer at Bonobos. “Through Bonobos Fielder, we’re sharing these core values with the next generation while also catering to its style and price preferences.”
Earlier this year, Bonobos CEO Micky Onvural stepped down from his role. He was first hired as the company’s chief marketing officer and was later appointed as the chief executive after Bonobos co-founder Andy Dunn reportedly stepped down from his position.
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