Proper Cloth Expanded Its SoHo Showroom

The menswear brand has increased its New York footprint to accommodate more customer consultations.

Updated on Oct. 12, 2026 in Men’s Clothing

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Proper Cloth has completed a 10 percent expansion of its existing showroom located at 495 Broadway in New York City. The redesign boosts the facility's capacity, allowing the brand to increase its number of fitting stations from four to six.

Why it matters

This physical expansion is designed to support the brand's growth and improve the in-person consultation experience for its clientele. Larger showrooms provide necessary space to meet rising demand as the company scales its operations.

The showroom size grew by 10 percent, while the number of fitting stations increased to six from the previous four. Tailored clothing now accounts for 40 percent of the company's total business.

The players

Proper Cloth

A menswear brand that offers custom-fitted clothing through a combination of online services and physical showroom locations.

Seph Skerritt

The founder who launched the Proper Cloth brand in 2008.

The details

The renovation of the 495 Broadway site aims to streamline operations and handle more customer interactions simultaneously. This move is part of a broader corporate strategy to enhance its physical retail presence.

2008: Founder Seph Skerritt launched the brand.
2013: Proper Cloth opened its first showroom in SoHo.
2016: The company began operating at 495 Broadway.
2021: Proper Cloth opened a showroom on Fifth Avenue.
Next few years: The company plans to add 10 additional locations.

Culture Shift

Proper Cloth follows the industry shift toward omnichannel retail strategies by bridging digital sales with high-touch in-store services. This evolution reflects a broader movement where digital-first apparel brands invest in physical showrooms to deepen customer loyalty.

Shoppers in New York City can expect increased availability for in-person fitting consultations at the expanded SoHo showroom. This change reduces potential wait times for those seeking personalized tailoring services.

The takeaway

The expansion signals a sustained commitment to physical retail as a core component of the brand's business model. Customers looking for custom garments can now utilize the additional fitting capacity to ensure a more efficient in-store experience.

What happens next

The company is actively evaluating potential sites in cities including San Francisco, Los Angeles, Dallas, Houston, Boston, Philadelphia, and Miami to open approximately 10 new showrooms over the coming years.