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InStitchu acquires competing custom suit business

Custom suit brand InStitchu on Wednesday announced the acquisition of George & King, as it looks to cement its position in the market and expand its presence further across the globe.

With showrooms in Sydney, Melbourne, Brisbane and Perth and a strong online customer base, Sydney-based George & King is Australia’s second-largest custom, tailored menswear brand.

“We have been actively looking for acquisitions in the custom menswear category globally as part of our multi-brand growth strategy,” James Wakefield, InStitchu’s co-founder and co-CEO, said.

“Both InStitchu and George & King are passionate about making custom, tailored suits more accessible and affordable for Aussie men. We’re striving towards the same goal and strategically are stronger as one.”

The acquisition gives InStitchu access to the strong network of corporate partnerships that George & King has built up over the years, though the business will continue to operate separately from InStitchu, with all 14 staff members remaining on board, including founder, Joel Deakin.

The acquisition brings InStitchu’s staff size up to 90, including retail associates. All four of George & King’s showrooms will continue to be operated by the George & King team, with growth support from InStitchu.

“The George & King team has done a fantastic job penetrating the corporate partnerships market and we’re excited to continue the work they have achieved,” Robin McGowan, InStitchu’s co-founder and co-CEO said.

“Styling sessions for customers in the corporate workspace is a real benefit of our business model. Pop-up shops in high-traffic areas or intimate in-office styling sessions have proven to be extremely successful.”

InStitchu has 10 showrooms in cities across Australia, New Zealand and the US, where customers can be personally measured and fitted for their custom, tailored suits.

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