As retailers grapple with declining footfall and the growing dominance of online shopping, Bombay Shirt Company (BSC) is betting on an unconventional retail strategy: transforming its stores into lifestyle destinations where customers can sip coffee, get a haircut and order customised clothing — all under one roof.
At the heart of this approach is The Den, the Mumbai-based company’s flagship retail format that blends made-to-measure menswear with café spaces and grooming services. Rather than functioning as a conventional apparel outlet, The Den is designed as a modern “man cave” where customers can spend time, relax and engage with the brand beyond shopping.
“The idea came from a simple observation — most men don’t enjoy spending hours shopping,” said Chippy Aditya Mehta, Co-founder and Chief Operating Officer of BSC. “They usually want to get in and get out. We wanted to create a space where they would actually enjoy spending time.”
The concept marks a departure from traditional apparel retailing. Instead of encouraging quick purchases, The Den invites customers to linger. Visitors can browse thousands of fabric options, consult stylists on fit and design preferences, enjoy specialty coffee and, in select locations, avail themselves of grooming services such as haircuts and beard trims.
“Not every visitor needs to buy a shirt,” Mehta said. Some customers come only for coffee or to use the lounge space, while others gradually become apparel customers. “The objective is to create engagement first.”
The coffee experience is delivered through partnerships with local café operators. In Chennai, for instance, BSC has tied up with home-grown coffee chain Cup to offer specialty beverages within the store environment.
Grooming services form another pillar of the concept. At stores in Mumbai and Ahmedabad, customers can access salon services alongside clothing consultations.
“For us, it’s about helping men feel comfortable and confident,” he said. “Whether that comes through clothing, grooming or simply having a place to relax, it’s all connected.”
The model also complements the company’s core made-to-measure business. A typical consultation often takes 30 minutes or longer as customers discuss fabrics, fits, collars, cuffs and other customisation options. Providing coffee and lounge spaces makes the experience feel less transactional and more enjoyable.
Mehta likens BSC’s customisation model to Netflix. “We provide thousands of options for customers to choose from, much like a streaming platform offers a vast library of content. Traditional apparel retail is more like a cinema hall with a few screens showing what is available.”
Founded in 2012, BSC was among the early pioneers of custom-made menswear in India. The company currently operates 35 stores nationwide and plans to add another ten outlets this year.
The brand’s manufacturing facility in Mumbai produces between 1,000 to 1,500 garments daily. Depending on customer requirements, orders can be delivered the next day, within two days or over a longer timeline.
The company’s products are priced between ₹2,500 and ₹15,000, with an average selling price of about ₹4,500. According to Mehta, nearly 70 per cent of sales come from repeat customers.
As physical retailers search for new ways to attract consumers, Bombay Shirt Company’s experiment suggests that the future of stores may lie not merely in selling products, but in creating experiences that customers are willing to spend time with. For BSC, that means turning a shirt purchase into a broader lifestyle interaction — one cup of coffee and one grooming session at a time.