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Trunk Club

Trunk Club was an American personalized clothing subscription service established in 2009 in Chicago, Illinois, by Brian Spaly, who expanded an earlier concept originating in Bend, Oregon, specializing initially in men's designer apparel and later expanding to women's fashions.^[1]^[2] The service operated by assessing customers' style preferences, body measurements, and lifestyle through an online quiz, then curating and delivering selections of premium clothing in physical "trunks" for in-home try-on, with stylists available for guidance to eliminate traditional shopping hassles.^[1]^[3] In 2014, Trunk Club was acquired by the department store chain Nordstrom for approximately $350 million, aiming to enhance Nordstrom's digital and personalization capabilities in apparel retail.^[4]^[5] Following the acquisition, Trunk Club maintained its standalone operations, including physical "clubhouses" in major cities for in-person styling consultations, while integrating some services into Nordstrom's ecosystem.^[5] By 2020, Nordstrom began consolidating Trunk Club by closing several clubhouses and folding its styling model into select full-price Nordstrom stores to streamline operations.^[6] In May 2022, Nordstrom announced the full discontinuation of Trunk Club as a distinct service after struggling to achieve profitability amid shifting consumer behaviors in apparel subscriptions, marking the end of its independent operations after nearly 13 years.^[7] At its peak, the company employed around 1,200 people and had raised significant venture funding, including from investors like Oak Investment Partners, before the acquisition.^[2] Trunk Club's model pioneered the "personal stylist in a box" concept, influencing the broader rise of direct-to-consumer fashion services in the 2010s.^[8]

History

Founding and Early Years

Trunk Club was conceived in 2009 by Joanna Van Vleck, an MBA student at the University of Oregon, in Bend, Oregon, where she developed the idea for a personalized clothing service aimed at simplifying men's shopping through remote styling and curated selections.^[9]^[10] Van Vleck's concept emerged from recognizing the challenges busy men faced in finding well-fitted, stylish apparel without the hassle of traditional retail, initially leveraging video consultations to guide customers.^[11] In early 2010, following an investment from Anthos Capital that acquired the nascent company, Brian Spaly—co-founder of the menswear brand Bonobos—joined as CEO and oversaw the relocation of headquarters to Chicago, Illinois, to tap into a larger talent pool and logistics hub in the Midwest.^[12]^[13] Under Spaly's leadership, the company pivoted from its original setup to refine its model, emphasizing scalability while retaining the core remote styling approach.^[14] Trunk Club officially launched that year as a subscription-based service for men's clothing, targeting mid- to high-end apparel from brands like Eton shirts and John Varvatos accessories, with no styling fees or purchase minimums to encourage accessibility.^[11]^[15] The early operational framework centered on the innovative "trunk" delivery system, where stylists curated 10 to 15 items based on customer profiles—gathered via phone or online consultations—and shipped them in a signature cardboard trunk for at-home try-ons, allowing clients to keep desired pieces and return the rest at no extra cost.^[13]^[16] This process, often facilitated by Skype for real-time feedback, marked a departure from conventional e-commerce by prioritizing personal interaction and convenience.^[11] By the end of 2010, the service had generated $1 million in revenue, validating its appeal to time-constrained professionals.^[17]

Growth and Expansion

In 2011, Trunk Club secured $11 million in Series A funding, led by U.S. Venture Partners with participation from Greycroft Partners, Apex Venture Partners, and Chicago Ventures, enabling the company to enhance its technology platform and expand operations.^[18]^[19] The company began scaling its physical presence with the opening of its first clubhouse in Chicago in 2010, serving as both headquarters and a customer experience center.^[20] This was followed by additional clubhouses in Dallas and Washington, D.C., by early 2014, with a fourth location in Los Angeles slated to open later that year to support in-person styling consultations and deepen market penetration in key urban areas.^[21]^[22] By mid-2014, ahead of its acquisition by Nordstrom, Trunk Club had grown to serve customers across all 50 states through its at-home try-on model and had developed a network of 250 personal stylists who curated individualized clothing selections.^[21] The company's revenue was projected to exceed $100 million for the year, reflecting robust demand for its personalized men's apparel service.^[8]^[23] Following the acquisition, Trunk Club expanded into women's services in July 2015, offering a similar stylist-curated trunk delivery model without a subscription requirement to broaden its customer base.^[24]

Acquisition by Nordstrom

On August 22, 2014, Nordstrom completed its acquisition of Trunk Club, following the initial announcement on July 31, 2014.^[4]^[25] The deal was valued at approximately $350 million, positioning Trunk Club as a wholly owned subsidiary of Nordstrom.^[8]^[26] The strategic rationale behind the acquisition centered on Nordstrom's goal to bolster its personalized shopping capabilities and strengthen its presence in the e-commerce landscape.^[25] By integrating Trunk Club's stylist-driven model, Nordstrom aimed to enhance customer service, maintain fashion relevance, and create a more seamless omnichannel experience that bridges online and physical retail.^[27] This move aligned with Nordstrom's broader efforts to cater to time-constrained male consumers seeking curated apparel without traditional in-store hassles.^[28] Immediately following the acquisition, Trunk Club retained its operational independence as a subsidiary, with founder and CEO Brian Spaly continuing to lead the company.^[25] The headquarters remained in Chicago, preserving the company's startup culture and management structure while benefiting from Nordstrom's resources.^[29] This setup allowed for an initial valuation stabilization at the $350 million purchase price, with no immediate external funding rounds as Trunk Club transitioned under Nordstrom's umbrella.^[30]

Closure

On May 24, 2022, Nordstrom announced during its first-quarter earnings call that it would shut down all Trunk Club operations, with the wind-down effective May 31, 2022.^[31]^[32] The decision marked the end of the personalized apparel subscription service, which Nordstrom had acquired in 2014 for $350 million.^[31] The closure stemmed from ongoing challenges with the sustainability of the apparel subscription model, including persistent unprofitability despite years of investment.^[7] Post-2020 integration difficulties, exacerbated by the COVID-19 pandemic, hindered Trunk Club's alignment with Nordstrom's broader e-commerce strategy.^[33] Shifting consumer preferences toward direct online shopping and away from curated box deliveries intensified competition from agile e-commerce platforms.^[6] Nordstrom cited these factors as prompting a pivot to its in-house digital and in-store styling services, which offered higher customer engagement without the operational complexities of subscriptions.^[34] The shutdown impacted approximately 1,000 employees at Trunk Club's peak staffing levels, primarily stylists and operations staff across its clubhouses and fulfillment centers.^[35] While specific layoff details were not publicly disclosed, Nordstrom emphasized opportunities for affected workers to transition into other roles within the company.^[32] Customers were directed to Nordstrom's core personalization services, including online tools and in-store stylists, to continue receiving tailored recommendations and try-on experiences.^[34] In the broader apparel subscription industry, Trunk Club's closure reflected 2022 trends of "box fatigue," where consumers grew weary of recurring deliveries amid economic pressures and a post-pandemic return to in-person shopping.^[33] Services like Stitch Fix also reported slowing growth, highlighting vulnerabilities in the model as retailers shifted toward hybrid digital-physical experiences to better capture spending.^[7] This move underscored a industry-wide reevaluation of subscription viability in a maturing e-commerce landscape.^[6]

Business Model

Personal Styling Process

Trunk Club's personal styling process began with client onboarding through an online style quiz and profile creation, where users provided details on their sizing, style preferences, body type, budget, and specific occasions or needs to facilitate matching with a suitable personal stylist.^[36]^[37] This initial step allowed the service to tailor recommendations effectively, ensuring stylists could curate selections aligned with individual tastes and physical attributes from the outset.^[36] Once matched, the stylist engaged directly with the client via phone, email, or chat to refine the profile and hand-pick items, drawing from a range of clothing, shoes, and accessories suited to the user's preferences, body type, and intended occasions.^[37]^[36] Clients reviewed a preview of the proposed "trunk"—typically containing 6 to 12 curated pieces—online, approving or suggesting edits before finalization, which helped personalize the selection further.^[37] This collaborative interaction emphasized the stylist's role in building complete outfits, often mixing casual and formal elements to meet versatile wardrobe goals.^[36] The curated trunk was then shipped directly to the client's home in a physical box resembling a trunk.^[36]^[37] Initially free to use, from 2016 the service included a $25 styling fee credited toward any purchases made. Upon arrival, clients initially had 10 days to try on the items at their convenience but from 2016 this was shortened to five days, deciding which pieces to keep while preparing the rest for return using a prepaid shipping label at no additional cost.^[37]^[36]^[38] This at-home try-on phase allowed for unhurried evaluation in real-life settings, such as pairing items with existing wardrobe staples. Following the try-on period, clients provided feedback on the kept and returned items, which stylists used to refine future recommendations and iterate on the styling approach for subsequent trunks.^[36]^[37] This feedback loop enabled ongoing personalization, with clients able to request new trunks on a recurring basis—such as monthly or seasonally—to address evolving needs or occasions, fostering a dynamic relationship between stylist and client over time.^[37] The process prioritized convenience and satisfaction, with stylists adjusting selections based on past interactions to improve fit, style alignment, and overall experience.^[36]

Products and Pricing

Trunk Club specialized in mid- to high-end men's apparel, focusing on casual wear such as henleys, pants, shirts, and jackets, as well as suits and accessories from brands including Bonobos, Patagonia, Faherty, and 7 Diamonds.^[36] Items typically ranged from $50 to $300 per piece, allowing customers to specify budget preferences like $50–$100, $100–$200, or $200+ during the styling process.^[39] Following the 2014 acquisition by Nordstrom, this selection emphasized quality name-brand pieces sourced from Nordstrom's inventory, prioritizing versatile everyday essentials over ultra-luxury options.^[40] In 2015, Trunk Club expanded to women's services, mirroring the men's model by offering curated trunks of designer clothing including tops, dresses, and pants from brands like Vince, Theory, Diane von Furstenberg, Equipment, rag & bone, and Joie.^[24] Women's items maintained similar price points, generally $50 to $300, with no markups beyond standard Nordstrom retail pricing to ensure accessibility within the mid-tier range.^[41] The service also included custom offerings such as tailored formalwear, positioned as an intermediate between made-to-measure and bespoke suiting, alongside seasonal collections like fall-ready knits and outerwear to align with wardrobe updates.^[42]^[43] Trunk Club operated on a pay-per-trunk model with no subscription fees, where customers paid only for items kept after trying on selections at home.^[24] Following its 2014 acquisition by Nordstrom, the pricing strategy evolved in 2016 to include a $25 home try-on fee per trunk—credited toward purchases but forfeited if nothing was kept—while shortening the return window to five days and integrating more closely with Nordstrom's brand ecosystem for streamlined fulfillment.^[38] Clubhouse visits remained free, preserving the hybrid online-offline approach without ongoing membership costs.^[38]

Operations

At-Home Try-On Service

Trunk Club's at-home try-on service formed the core of its remote styling model, allowing customers to receive personalized clothing selections delivered directly to their homes for evaluation without upfront commitment. After completing an initial style quiz detailing preferences, sizes, and budget, customers were paired with a dedicated stylist who curated a trunk based on this input. Customers then reviewed a digital preview of the selections approximately two days before shipping, enabling edits such as size changes or item exclusions to ensure better alignment with their needs.^[44]^[36] Each trunk contained a curated selection of approximately 10 clothing items, such as shirts, pants, and accessories, drawn from premium brands and tailored to the customer's profile. Preparation occurred at integrated fulfillment centers, with trunks assembled and shipped nationwide via free UPS or FedEx delivery to the contiguous United States, typically arriving within 7-10 business days from the initial request and 4-6 business days after approval. Upon receipt, customers initially had 10 days to try on the items at home, but this window was shortened to 5 days in 2016, with extensions available upon request from the stylist. Only purchased items were charged; in early years, customers kept an average of 30% to 50% of the contents.^[44]^[45]^[36]^[38] Returns were streamlined for convenience, featuring prepaid shipping labels and provided tape included in each trunk; non-purchased items could be repackaged in the original box and dropped off at a UPS location, FedEx for pickup, or any Nordstrom store without restocking fees. The service integrated technology through the Trunk Club website and mobile app, where customers tracked shipment status, completed checkouts for kept items, provided post-try-on feedback to refine future recommendations, and managed inventory preferences. This digital interface supported seamless payments and allowed for ongoing profile updates to improve personalization over time.^[44]^[36]^[45] Following Nordstrom's 2014 acquisition of Trunk Club for $350 million, the service saw operational enhancements through integration with Nordstrom's logistics network, including the closure of Trunk Club's standalone fulfillment center in 2016 and adoption of Nordstrom's supply chain for more efficient processing and shipping. In 2016, a $25 try-on fee was introduced per trunk (credited toward purchases and waived for Nordstrom cardholders), and the return window was reduced to 5 days, aiming to leverage Nordstrom's infrastructure for scalability while altering the core at-home model; free shipping continued until the service's discontinuation in 2022.^[21]^[46]^[38]

Physical Clubhouses

Trunk Club's physical clubhouses functioned as upscale venues for in-person personal styling sessions, complementing the company's at-home try-on model by offering immediate access to curated wardrobes and social experiences. The inaugural clubhouse opened in Chicago in 2012, establishing the brand's headquarters and flagship location as a dedicated styling showroom and event space designed to foster client relationships through face-to-face interactions.^[5] Following the 2014 acquisition by Nordstrom, Trunk Club accelerated its expansion, opening additional clubhouses in Dallas, Washington D.C., New York City, and Los Angeles that year to reach major markets. Each location featured private styling suites where clients could receive personalized consultations from stylists, try on selections immediately, and participate in social events such as product launches and networking gatherings. By 2017, the network grew to seven clubhouses with the addition of a Boston site (including the 2016 opening in Charleston), providing a total of over 100,000 square feet across the U.S. for enhanced customer engagement.^[22]^[5]^[47] The clubhouses emphasized a luxurious, residential-inspired ambiance to elevate the shopping experience, with amenities including fully stocked bars offering complimentary beverages, on-site tailors for alterations, and spacious lounges furnished with high-end decor from partner brands. For instance, the New York City flagship, spanning 25,000 square feet in a renovated Madison Avenue mansion, incorporated themed fitting rooms designed by fashion houses like Gant and John Varvatos, complete with custom interiors such as chandeliers, pianos, and leather seating to create an immersive, club-like atmosphere. These features allowed clients to explore mid- to high-end menswear and womenswear in a relaxed setting, often with stylists curating 6-10 items per session for instant feedback and purchases.^[48]^[5] After 2020, Trunk Club integrated its clubhouse operations into select Nordstrom stores, relocating styling services to department store locations near the original sites to blend the personalized approach with broader retail access while maintaining core elements like private suites and on-site consultations. This shift preserved the high-end, experiential focus amid evolving consumer preferences for hybrid in-store and digital services until the full discontinuation of all Trunk Club operations in June 2022.^[5]

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Trunk Club is a personalized clothing service for men, offering designer clothing to customers without any of the hassles of shopping in stores or online.
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