Destination XL serves a big and tall customer—so it's only fitting that its stores are getting larger too.
As the specialty retailer shutters its Casual Male nameplate and opens bigger stores with broader offerings, DXL is targeting a customer who's taller, younger and spends more money.
"What we really saw was when a guy gets to be a significant size, where he really runs out of options, we were their only choice. But that's the tail of the spectrum of men's," CEO David Levin said. "There was a much bigger piece of that market in guys who are in between."
Since the DXL nameplate started opening its doors four years ago, the younger customer with a smaller waistline already has had a significant impact on sales. Previously accounting for only about a quarter of the company's annual sales of around $400 million, this customer now makes up about 43 percent of revenue—a number that continues to grow, Levin said.
Part of this increase is tied to the DXL's inclusion of more designer brands. It's added about 30 names, including Michael Kors and Polo, to its apparel over the past few years, while incorporating 40 new footwear labels.
The additions come at a time when men's interest in fashion is on the upswing. According to the NPD Group, men's apparel sales growth outpaced women's in 2013, growing 5 percent to $60.8 billion.