Bonobos
WHP Global · United States
Bonobos is a New York menswear brand founded in 2007 and known for fit-focused trousers and its Guideshop stores. Walmart bought it in 2017, and the brand was sold to WHP Global in 2023.
| Founded | 2007 |
|---|---|
| Owner | WHP Global (brand, since 2023) |
| Headquarters | New York, United States |
| Segment | Premium and contemporary |
| Previous owner | Walmart (2017 to 2023) |
| Website | bonobos.com |
What is Bonobos?
Bonobos is a men's clothing and accessories brand that emphasises fit. Its website lists chinos, jeans, dress trousers, shirts, knitwear, polos, suits, blazers, tuxedos, outerwear, swimwear, golf wear and accessories, with three trouser fits: Slim, Athletic and Tailored.
History
FashionNetwork reports that Bonobos was founded in 2007. It was acquired by Walmart in 2017 and became part of the retailer's push into fashion. In April 2023 Walmart agreed to sell it to a pair of buyers for a combined $75 million.
Under that deal, WHP Global bought the Bonobos brand for $50 million, and the retailer Express, under its Expr name, bought the operating assets and took on related liabilities for $25 million. The announcement said Bonobos would remain at its headquarters in New York.
Business model and distribution
Bonobos was an early digital-native menswear brand that added physical Guideshop locations, where visitors have a complimentary fitting and advice and then order for home delivery. The current website says the brand is operated by Phoenix Retail, LLC, and offers free shipping and returns within the United States, with bundle discounts on selected items.
This profile cites WHP Global as the owner of the brand on the basis of the 2023 announcement. The sources reviewed do not describe the operating structure after that date beyond the website's reference to Phoenix Retail, and no founder names are given because they were not confirmed in the sources.
Why it matters
Bonobos is a leading example of the digital-native menswear brands of the early 2010s, and its sale from Walmart to a brand management group and a retail operator in 2023 reflects how such brands have changed hands as large retailers retreated from fashion.
Frequently asked questions
Who owns Bonobos?
The Bonobos brand was bought by WHP Global from Walmart in a deal announced in April 2023. The website now says it is operated by Phoenix Retail, LLC.
Where is Bonobos from?
Bonobos is an American menswear brand founded in 2007 and based in New York. It is known for fit-focused trousers and Guideshop stores.