Meet SuitShop, The Newly Relaunched Brand Making The Tuxedo The New Wedding Dress

When Jeanne Foley and her then-fiancé began planning their wedding in 2013, she expected the usual challenges—finding the right photographer, tracking invitations and RSVPs, and designing a seating chart that made everyone happy—but what she did not anticipate was the subpar tuxedos the groomsmen would end up with. After witnessing firsthand the antiquated rental system and the ill-fitting, overpriced garb it produced, Foley realized how underserved the market was and knew there had to be a better way.

Privy to her frustration was Foley’s childhood best friend and bridesmaid, Diana Ganz, who couldn’t help but feel just as disappointed in the tuxedo procurement process, so the two decided to join forces in order to find a solution. Three years later, the duo launched The Groomsman Suit from their New York City apartments with the goal of providing high-quality suiting at an affordable price point with amazing service and convenience. Determined to bootstrap the company until it was profitable, Foley and Ganz handled every aspect of the business themselves, but just a year in, it was growing so rapidly that they relocated The Groomsman Suit to Chicago and hired their first few employees.

“Initially, our growth was fueled by the exceptional products and experience we offered our customers online that was and is unmatched by any other brand,” Ganz explains. “We offer a whole suite of services, from free fabric swatches and a home trial to virtual styling appointments and a group ordering system that makes getting wedding parties suited seamless and stress free.”

Since 2017, the brand has grown more than 380%, proving not only the business concept a success but also the ability for two women to transform a a male-dominated industry. “As female founders in a largely male-dominated space, we bring a unique perspective, and we see that as a massive advantage,” says Ganz. “From the online customer experience to the product quality and fit, we never settle for less than we would expect as a customer planning a wedding.” Fundraising has been challenging at times, and the founders have not gone without having their commitment to the company and their ability to balance work and family questions, but they’ve ultimately found a group of investors who believe in them and their mission.

During the last five years, Foley and Ganz have also expanded into previously uncharted territory: women’s and children’s suiting. “While we started the company to address the lack of options and poor experience men had when it came to getting suited up in a wedding, we began to almost immediately receive requests from women wanting to wear suiting in their own wedding or a wedding they were attending,” Ganz recalls. “We realized there really weren’t any options for women, and rather than have them ‘just make do’ with our men’s collection, we spent almost two years designing and perfecting our women’s collection to be both flattering and complementary to our men’s.”

It was with this wide-ranging customer base in mind that the founders decided to relaunch the brand under a new name. “We’ve worked hard to expand our size range and fit types, becoming one of the most inclusive of any brand with all adult jacket and pant styles being interchangeable,” Ganz says. “This is especially important and relevant as wedding parties are becoming less traditional. No matter what your gender, size or budget, we’ve got a suit for you.”

As The Groomsman Suit became known as a suiting destination for all, she and Foley felt that the name no longer reflected the business’s offerings and opted to change it to SuitShop to represent all the clients they serve. “We explored various options and brand names that were more designer or luxury-esque, but ultimately, the most important aspect of our brand is the fact that we offer the highest quality product at affordable prices via an exceptional customer experience,” Ganz notes. “SuitShop is simple and inclusive. It reiterates our commitment to becoming the best suiting brand for everybody.”

Even as its competitors have folded or struggled in the face of the pandemic, the brand has seen continued success, and the relaunch comes ahead of what the founders predict will be a huge uptick in weddings. “With 2020 now behind us, wedding reports state that over 90% of weddings in 2020 were either postponed or canceled and that 2021 could bring almost a million more weddings than the average two million per year,” Ganz says. “We are already feeling this influx, as our sales have grown 90% month over month since December.”

And beyond weddings, Foley and Ganz feel the pandemic—and more than a year of wearing sweatpants—has sparked a newfound hunger for getting dressed up, be it for a special event or just for work. “We are hopeful that as the pandemic becomes more controlled and restrictions are lifted, people will have a renewed interest in celebrations and their personal style,” Ganz notes. “After 18 months in yoga pants, I think we’re all ready for a little glam.” Nevertheless, the brand believes comfort will always be key. “We’ve become too accustomed to athleisure wear, and materials have advanced to the point that beauty doesn’t have to mean pain,” she adds. “As SuitShop, we will continue to improve our products just as we’ve always done, and we’re as committed to sustainable fashion as we are to inclusivity.”