Untuckit

About Untuckit

UNTUCKit was conceptualized in 2010 by Chris Riccobono, who, despite a background in medical device sales, identified a gap in the men's apparel market for shirts that looked good worn untucked. Lacking fashion industry experience, Riccobono spent a year perfecting the shirt's design before partnering with his Columbia Business School classmate, Aaron Sanandres, in 2011 to build the business. Sanandres, then a partner at PricewaterhouseCoopers with a robust background in finance and M&A, brought the operational and data-focused expertise needed to scale the venture. They launched UNTUCKit.com with an initial investment of $150,000 from family and friends, operating out of Riccobono's Hoboken apartment.

The company's business model is direct-to-consumer, initially operating exclusively online. Revenue is generated through the sale of apparel and accessories via its e-commerce site and a growing network of physical retail stores. Recognizing that many customers wanted to touch and feel the product before buying, UNTUCKit opened its first brick-and-mortar store in SoHo, New York, in 2015. This successful move into physical retail became a core part of their strategy, leading to an expansion of over 80 stores across North America and the UK. The company has been profitable since 2022, with revenues reported to be over $200 million. UNTUCKit has also started exploring wholesale partnerships to further its reach.

UNTUCKit's core product is a casual shirt engineered with a specific length and contoured hemline, designed to fall halfway between the belt and the bottom of the pant zipper for a polished, untucked look. The brand targets a wide male demographic, generally from ages 25 to 70. Key product features include reinforced collars and a variety of fits to accommodate different body shapes. While the signature button-down shirt remains its flagship item, the company has expanded its product line to include polos, t-shirts, pants, sweaters, jackets, and accessories. It has also launched lines for women and children. The company secured $30 million in a Series A funding round in 2017 led by Kleiner Perkins to fuel store expansion and product line growth.