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Institchu launches new concept

Mens formalwear retailer Institchu has opened a new concept showroom in Sydney aimed squarely at its fast-growing wedding business.

The online-driven business, which has other showrooms and minishowrooms in Australia, New Zealand and New York, has opened its latest venture on Clarence Street, dedicated to fitting grooms and groomsmen for weddings.

“The new Clarence Street Weddings Showroom provides a gentleman’s oasis where groomsmen can sip on some whisky while getting expert, tailored style advice, so everyone can look and feel great for the big day!” The company said in a statement.

“The decision to open this was data-driven, based on demand through the number of wedding parties coming into current showrooms, pop-ups, and online. Wedding groups have grown to be one of the company’s largest audiences.”


The store has been designed with Institchu’s male wedding customer firmly in mind, which co-founder Robin McGowan has previously explained is a multi-stage journey.

“Most of the time, the groom just wants help. They’ve been tasked with one job. The fiancee has probably said ‘You take care of the suits for now, and we’ll sort out the rest. We provide them with a dedicated wedding stylist who can sit down with them, map out exactly what fabrics they want, what style they want, how many groomsmen there are, where they’re located and take a lot of the pressure off them. It’s what a lot of guys need.”


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