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Their beloved, quirky online shops—whose carefully cultivated aesthetics were more cool boutique than big-box store—had been gobbled up by a middle-American discount department-store chain with a reputation for exploitative labor practices. It seemed a backlash was inevitable, as people vowed to shop elsewhere . “I shed a little tear when I deleted the app,” one woman told the Los Angeles Times after the ModCloth news broke in March. On Facebook, Bonobos’s customers trolled the brand mercilessly after the deal was announced in June. A year later though, both brands are going strong. Any backlash that did materialize appears to be outweighed by customers—both new and returning—buying up even more of ModCloth’s colorful dresses and Bonobos’s shapely pants, at least according to the brands themselves. “Business has been awesome,” says Andy Dunn, founder and CEO of Bonobos. “We’re seeing [it] in the numbers. The business is growing in double digits every which way: overall, new customer growth, repeat customer growth.” Antonio Nieves, who joined ModCloth as CEO in March , is similarly positive when he talks about how things have gone since the acquisition. The shoppers who were with the brand before the deal, he says, are continuing to shop at ModCloth, and they’re buying more clothes than before and spending more per piece.
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