November 6, 2013, 12:08 PM

Bonobos extends into women’s apparel with a new site and brand

Ayr.com will go live next week.

Allison Enright

Editor

Lead Photo

A woman models the new Ayr brand.

Menswear e-retailer Bonobos Inc. is set to expand into women’s apparel for the first time. Bonobos will launch Ayr.com Nov. 14.

The site will initially sell only women’s denim, but a full collection, including outerwear, will be available in February, Bonobos says. Bonobos is No. 405 in Internet Retailer’s Top 500 Guide and was selected for the 2013 Hot 100, which highlights the most innovative e-commerce sites as selected by Internet Retailer editors.

“Ayr is just as much about excellent customer experience as it is about exceptional design and quality,” says Andy Dunn, CEO of Bonobos. Prices for Ayr apparel will be higher than current pricing for Bonobos apparel. Ayr denim starts at $165, whereas men’s denim at Bonobos starts at $98. Women’s cotton button-down shirts are $125, whereas button-down shirts on Bonobos range from about $78 to $138.

Maggie Winter, who previously worked in merchandising for J. Crew Group Inc., No. 56 in the Top 500, is Ayr’s brand director. Jacqueline Cameron, who previously worked at Calvin Klein and J. Crew, is Ayr’s design director. 

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