
A few months ago, L Brands, formerly known as The Limited, shuttered all 23 of their Henri Bendel stores, including their Fifth Avenue flagship in New York City. Founded in 1895, the luxury womenswear retailer was the first in many categories — the first retailer to hold a fashion show, the first retailer to hold semi-annual sales, and the first retailer to carry Coco Chanel’s line in the United States. On their website, they also took credit for discovering Andy Warhol, who they hired early on as an in-house illustrator.
Henri Bendel’s profits, however, have been dipping for years as the upscale retailer struggled to find footing against online behemoths such as Net-a-Porter and FarFetch. Last September, when they finally announced that they would close all their locations by the end of January, The New York Times contacted Mark Cho of The Armoury to see how his brick-and-mortars have been able to thrive in this economy. Mark said it came down to people — having personal relationships with customers and hiring sales associates who know The Armoury’s products. “For some luxury brands, the customer comes in and knows exactly what he wants, and the salesperson is just a vending machine,” Mark said. “The Armoury has no aspiration to be a big brand.”
Some of their success can also be chalked up to how they make classic men’s style feel relevant, especially to a new generation of men who didn’t grow up wearing a coat-and-tie. Their clothes are traditional and sophisticated, but they don’t reach for the same tired tropes about luxury clothing and class pedigree. They’ve also done an impressive job of pulling together small makers, such as Ring Jacket, Carmina, and Liverano & Liverano, before these names became common reference points for menswear enthusiasts. I can’t tell you how many bespoke tailors have told me about clients who ask for curvy, Florentine quarters – no doubt because of The Armoury’s influence.
Keep reading