Indochino
Retailer / private label
UnclaimedCanadian made-to-measure apparel retailer combining online ordering with showroom-based styling and measurement.
Last updated August 22, 2026
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Overview
Indochino is a Canadian apparel retailer focused on made-to-measure menswear. The company began as an online-only business and built its proposition around allowing customers to configure garments digitally, submit personal measurements, and receive tailored clothing without the traditional expense and formality of a bespoke tailor. Its assortment has centered on suits, separates, shirts, trousers, outerwear, and other smart-casual garments, with the offer positioned between standard ready-to-wear and higher-priced bespoke tailoring. The brand was founded in 2007 by Kyle Vucko and Heikal Gani. A distinctive part of its development was the move from a purely digital model into physical retail. Indochino initially used temporary pop-up locations to let customers experience fabrics, silhouettes, and fitting in person, then expanded into permanent showrooms. In these locations, customers work with a style guide, select garment details and materials, undergo measurement, and place an order that is produced overseas and shipped after manufacturing. This showroom-assisted model gave the company a way to address one of the central challenges of online apparel retail: uncertainty about fit. Indochino’s made-to-measure process generally begins with the customer selecting a garment type and customizing details such as fabric, lapel, buttons, lining, pockets, trouser configuration, and monogramming where available. Measurements collected online or in a showroom are sent to the manufacturing network for production. The company has described a typical fulfillment period of approximately two weeks, although actual timing can vary by product, location, season, and logistics conditions. The model is intended to reduce reliance on stocked sizes while preserving a more accessible price proposition than traditional bespoke services. Leadership and capital partnerships supported the company’s expansion. In late 2015, founder Kyle Vucko stepped down from the chief executive role, and Drew Green, who had founded Shop.ca, joined Indochino as chief executive. In 2016, the company raised additional funding and expanded its showroom footprint across North America. In 2017, Indochino entered a strategic marketing arrangement with Postmedia involving advertising value reported at approximately C$40 million in exchange for an undisclosed share of revenue. In 2018, Japanese trading company Mitsui & Co. made a strategic investment on undisclosed terms. The company announced international expansion in 2019, including online operations in Australia. In 2021, it partnered with Nordstrom to operate 21 custom-apparel shop-in-shop locations within Nordstrom stores. This arrangement extended Indochino’s measurement and styling model into an established department-store network and increased physical access to the brand. Wikipedia describes the company as having approximately 90 showrooms across Canada, the United States, and Australia, while its corporate footprint has also included a second office in Shanghai, China. Indochino’s positioning rests on convenience, customization, and value. It combines digital commerce, guided retail appointments, centralized production, and standardized measurement processes rather than offering fully hand-made bespoke tailoring. The brand therefore competes with online custom-clothing services, department-store suiting, specialty menswear retailers, and traditional local tailors. Its most visible brand role is helping customers purchase occasionwear and professional clothing with a personalized fit while avoiding the inventory breadth and alteration burden associated with conventional ready-to-wear retail.
History
Indochino was established in 2007 by Kyle Vucko and Heikal Gani as an online retailer specializing in made-to-measure clothing. Its early model used e-commerce to let customers select garments and design details, provide measurements, and order clothing produced through an overseas manufacturing network. The approach sought to combine the personalization of tailoring with the reach and convenience of online retail. A major development was the company’s decision to add physical customer experiences. Indochino became one of the early web-native retailers to use pop-up stores as a bridge into permanent retail. These locations allowed prospective customers to inspect fabrics, discuss styling, and receive assistance with measurements. The permanent showroom format placed a style guide at the center of the purchase process. Customers could design their garments in person, complete a fitting and measurement session, and have the specifications transmitted to production. The finished garments were then shipped after manufacturing, with the cited reference describing an approximate two-week production and delivery cycle. In late 2015, Vucko left the chief executive position. Drew Green, previously associated with the founding of Shop.ca, became Indochino’s chief executive. Under this leadership, the company pursued additional capital and retail growth. In 2016, it raised funding and expanded to roughly 80 showrooms in North America, reinforcing the view that physical guidance was complementary to, rather than a replacement for, its digital foundation. The company also used commercial partnerships to support customer acquisition and distribution. In 2017, Indochino entered a strategic marketing partnership with Canadian media company Postmedia. The arrangement was described as providing about C$40 million in advertising in exchange for an undisclosed share of Indochino revenue. In 2018, Mitsui & Co. made a strategic investment, although the cited material does not disclose the investment amount or ownership terms. Internationalization followed. In 2019, Indochino announced expansion beyond its North American base and launched online operations in Australia. The brand’s operating model continued to combine online ordering with showroom service, while production was carried out overseas, including in China according to the cited description. In 2021, Indochino entered a retail partnership with Nordstrom, establishing 21 custom-apparel stores-within-stores at Nordstrom locations. This gave customers access to Indochino’s styling and measurement process inside a major department-store environment. The company is headquartered in Vancouver, British Columbia, and has also maintained a second office in Shanghai, China. Wikipedia describes the retailer as having approximately 90 showrooms in Canada, the United States, and Australia. Its assortment has expanded beyond suits to include shirts, casual wear, trousers, outerwear, and related smart-casual products. Throughout its development, the core proposition has remained the same: deliver individually specified clothing through a digitally enabled, standardized made-to-measure process at a price and level of convenience positioned below traditional bespoke tailoring.
- 2021
Nordstrom shop-in-shop partnership
[1]The company opens 21 custom-apparel shop-in-shop locations within Nordstrom stores.
- 2019
Australian online expansion
[1]Indochino launches online operations in Australia as part of its international expansion.
- 2018
Mitsui strategic investment
[1]Mitsui & Co. makes a strategic investment in the company on undisclosed terms.
- 2017
Postmedia marketing partnership
[1]Indochino enters a strategic marketing arrangement with Postmedia involving reported advertising value of approximately C$40 million.
- 2016
North American showroom expansion
[1]Following a funding round, Indochino expands its showroom network to approximately 80 locations in North America.
- 2015
Leadership changes
[1]Kyle Vucko steps down and Drew Green becomes chief executive officer.
- 2007
Indochino is founded
[1]Kyle Vucko and Heikal Gani establish Indochino as an online custom-clothing retailer.
Products and positioning
Accessible made-to-measure menswear combining digital customization with in-person styling and measurement.
Menswear · 2007
Made-to-measure suits
Indochino’s core product is the made-to-measure suit. Customers choose a fabric and configure design elements such as lapels, buttons, pockets, lining, trouser details, and monogramming where offered. Measurements collected online or through a showroom are used to create an individualized garment rather than selecting from fixed ready-to-wear sizes. The product is aimed at workwear, weddings, formal occasions, and other situations requiring coordinated tailoring.
Menswear
Custom dress shirts
Custom shirts extend the brand’s made-to-measure approach beyond suiting. Customers can select fabrics and styling details while supplying personal measurements through the online or showroom process. Shirts serve as both formalwear companions to suits and as standalone business or smart-casual pieces.
Menswear
Sport coats and blazers
Indochino offers tailored separates for customers who want the fit and customization of its suit program without purchasing a full matching suit. Sport coats and blazers broaden the brand’s use cases into business-casual dressing, events, and wardrobe combinations with independently selected trousers.
Menswear
Trousers and separates
Made-to-measure trousers and related separates complement jackets and shirts. They can be ordered as part of a coordinated suit or used independently, supporting office, occasion, and everyday smart-casual wardrobes.
Outerwear
Outerwear
The brand’s outerwear range extends its custom-clothing proposition to coats and other layers. These products apply the same general principles of fabric selection, design customization, and measurement-led construction to garments worn over suiting or casual clothing.
Brand decisions
2021
Create Nordstrom custom-apparel shop-in-shopsStrategyBackground
Indochino’s showroom model depended on guided styling and measurement, while Nordstrom provided an established physical retail network.
Action taken
Indochino partnered with Nordstrom to open 21 custom-apparel stores-within-stores at Nordstrom locations.
Aftermath
The partnership expanded access to Indochino’s measurement and customization service through department-store locations.
2019
Expand into AustraliaStrategyBackground
After developing a North American online and showroom network, Indochino pursued international growth.
Action taken
The company launched online operations in Australia.
Aftermath
Australia became one of the markets included in the company’s international operating footprint.
2017
Enter Postmedia strategic marketing arrangementStrategyBackground
Indochino sought to expand awareness and customer acquisition while scaling its showroom and online retail model.
Action taken
The company agreed to a marketing partnership with Postmedia. The cited reference reports approximately C$40 million in advertising value in exchange for an undisclosed share of revenue.
Aftermath
The arrangement gave Indochino access to a substantial Canadian media-marketing platform; the precise revenue-sharing terms are not disclosed in the cited material.
Reported advertising value. Approximately C$40 million in advertising value (2017 partnership announcement)
2015
Appoint Drew Green as chief executiveOtherBackground
The founder-led online retailer was moving into a broader expansion phase that included physical showrooms and additional investment.
Action taken
Kyle Vucko stepped down from the chief executive role and Drew Green joined Indochino as CEO.
Aftermath
Green led the company through subsequent showroom growth, media partnership activity, international expansion, and the Nordstrom relationship.
Recent events
Sources3 sources
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