Kleinfeld Bridal Says ‘Yes’ To Grooms

Kleinfeld is expanding its business by appealing to men through a hookup with Generation Tux.

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Kleinfeld Bridal, the legendary wedding emporium in Manhattan, is catering to men – grooms, fathers of the bride and groom and groomsmen. Kleinfeld wants all of them, and male guests, too. It plans to meet them through a partnership with Generation Tux, a collaboration that marks a significant step in Kleinfeld’s evolution as it expands beyond bridal gowns to offer a complete experience to couples on their wedding journey.

Ronnie Rothstein, CEO and co-owner of Kleinfeld Bridal, said that 20,000 families visit the retailer annually – brides and their entourages. “This new partnership allows us to provide Kleinfeld’s luxury experience to couples, bringing high-quality menswear and dedicated service to our brides, grooms, and guests under one roof,” he said.

Working with men has always been at the back of Rothstein’s mind. “The biggest problem that we were facing in thinking about launching a men’s business is that we didn’t want to do it ourselves,” he said. “We know when someone looks great in a tuxedo or a suit, but we’re not masters of this. The last couple of years we’ve been talking to everybody.”

Generation Tux through the partnership, will open its first Manhattan showroom at Kleinfeld’s on the second level and featuring more than 25 suit and tuxedo styles and hundreds of accessories in a range of colors.

“After going through all the discussions, we decided this wouldn’t just be an online business, and that we would open a Generation Tux space within Kleinfeld,” Rothstein said. “We found a phenomenal space on the mezzanine. That space now is being converted to Generation Tux.”

Kleinfeld is relocating its specialty wedding service, which caters to Orthodox Jewish brides with more modest wedding gowns, to 450 to 500 square feet in the operations department.

“All of a sudden from figuring we would just do something with Generation Tux, we’re now penetrating the market in New York and men will be coming into Kleinfeld,” Rothstein said of the business, which did $50 million in annual sales last year. “The question is how many people – men – will come to the store. Brides come into Kleinfeld’s because we’re a destination for women to come from all over the country.”

Rothstein expects Generation Tux to win over male clients online and in the showroom. “Generation Tux can provide the service and the product without necessarily having the groom come to New York,” he said. “It doesn’t seem like that many buyers will come in for a suit or tuxedo. But we can reach out to them and make sure they have a special experience, which Jason [Jackson, president and chief operating officer of Generation Tux] and his team will provide.”

Jackson is working with factories in Italy to create a capsule collection of Kleinfeld-branded suits and tuxedos priced between $1,500 and $2,500. “We currently offer about 30 styles for rental and some for purchase,” Jackson said. “As we move into the capsule collection, we’re still working through what we’ll launch with but there’s definitely going to be plans for expansion.”

“It’s the kind of thing every groom will want to wear,” said Rothstein. “The experience will be upscale, it will be private, and we’ll make grooms feel like a million bucks. That’s never been the case for that side of the aisle.”

When five people in the wedding party get their suits or tuxes from Generation Tux, the groom will receive his rental for free. “It fits into our model of customer service,” Rothstein said. “That’s how this came about. It started with casual conversations with everybody in the industry and Generation Tux was by far the most appropriate.”

“There’s a ton of existing business and interest in the New York area,” Jackson said. “We have eight showrooms across the country and more to come. That part of the business is separate from Kleinfeld. We’ve created a creative runway for the next few years.”

“Opening our first Manhattan showroom inside Kleinfeld allows us to pair our modern approach to menswear with the elevated, high-touch experience couples expect when they walk through Kleinfeld’s doors. Together, we’re creating a seamless and inspiring destination for every part of the wedding style journey.”

Ronnie there are two aspects of this. We understand the Kleinfeld customer and the groom, the marketplace is much bigger than that out there. We’re really focused on the 20,000 families that came and they’re spending a certain amount on a dress. The bride is going to be the best source for our customers. It’s melding the worlds together, bringing

When a girl comes in for a dress it’s stressful, the grooms in the past have been a little more carefree. Nowadays, the bride is planning the wedding so the look of the bridesmaids and groomsmen becomes more important to her. She’s been a little more active than in the past. That’s what we found from talking to brides over the last 6 to 7 months.