www.HartfordBusiness.com • July 15, 2019 • Hartford Business Journal 3
Newsmakers
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VERBATIM
Uncertainty ahead
"Connecticut giving remained strong in 2016. And this is important because we know
there are more present threats to a thriving nonprofit sector, like changes to the federal
tax code and cutbacks from the state and federal government."
Connecticut Council for Philanthropy President Karla Fortunato commenting
on in-state charitable giving in 2016, which was flat at $4.97 billion.
Chris Riccobono | Founder, Untuckit
By Sean Teehan
steehan@hartfordbusiness.com
C
lothing retailers have spent years taking
brick-and-mortar operations online, but
with its June opening of a store in Farm-
ington's Westfarms mall, Untuckit is doing just
the opposite.
That's because Chris Ric-
cobono, chief executive of
the business-casual clothing
line that started as a strictly
online company in 2011, sees
opportunity in expanding
the business into the physi-
cal world, and not just for the
point-of-sale revenue.
"Our stores simply … give
customers a new touchpoint to experience the
brand, while we get the chance to understand what
they need and like about shopping with us," Ric-
cobono said.
New York-based Untuckit started opening stand-
alone stores in 2015, and currently has 65 physical
shops across the U.S. and Canada.
The Westfarms location is the company's first in
Connecticut.
The brand is known for selling casual shirts
designed not to be tucked into pants.
Many people have declared brick-and-mortar
retail to be on its way out. What's driving Un-
tuckit's push for physical stores?
Given our wide demographic of 25- to 70-year-
olds, we knew early on that many of our custom-
ers would want to touch and feel the product, so
opening physical stores really gave us the oppor-
tunity to create a 'trust bridge' between us and
our customers as they got to know the brand.
We want to continue growing that connection,
which is why we're continuing to open stores.
Why do you see the Greater Hartford market as
a good match for Untuckit?
We like to open locations where our customers
are, so after seeing so many people from the Hart-
ford area were shopping with us online, we wanted
to give them the chance to experience the brand
in person. Plus, we're lucky to be in the company of
some other awesome brands at Westfarms.
With the advent of online shopping, and apparel
services like Stitch Fix, how do you see the role of
physical stores changing in the clothing industry?
There will always be a customer who wants to
touch and feel a product in their hand before buying
it. That's not to say the majority of retail won't live
online, but I do think there will always be a place for
physical retail spaces — so long as they are smart
and seamless — for those customers still looking for
a special experience with a brand they love.
What do you think a clothing customer desires
that will never change, no matter whether
people shop online or at stores?
Lucky for us, men's shirts can only be worn one
of two ways: tucked in or untucked. The prints and
fabrics or collars and buttons might change, but
there will always be a desire for a good looking shirt
to wear untucked.
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