Andy Dunn, co-founder of Bonobos, returns as brand advisor subsequent to Walmart acquisition

Bonobos co-founder Andy Dunn is returning to the retailer as a brand advisor, joining efforts with Bonobos and new parent company WHP Global, following its sale by Walmart earlier this year, WHP Global announced on Friday.

Andy Dunn, who founded the men’s clothing brand in 2007, will report to WHP Global CEO Yehuda Shmidman and closely collaborate with Bonobos president John Hutchison and Express Inc. CEO Tim Baxter.

Under a $75 million deal announced in April and closed last month, WHP Global and Express Inc. acquired Bonobos from Walmart, which purchased the brand for $310 million in 2017 during its expansion of online presence under former e-commerce president Marc Lore.

Yehuda Shmidman, the CEO of WHP Global, stated that bringing back Andy Dunn presents an almost limitless opportunity for the brand. It allows them to revisit the brand’s origins, understand its initial success, and draw inspiration from it to stimulate further growth.

Shmidman emphasized that WHP Global’s intention is to preserve the essence of Bonobos’ DNA and position the brand around its core identity, reiterating their commitment to Bonobos’ existing framework, if not strengthening it.

While the physical footprint of Bonobos’ brick-and-mortar Guideshops will remain untouched, WHP Global envisions expanding Bonobos internationally to places like Dubai and Hong Kong.

Speaking on his return, Andy Dunn expressed excitement about having a role in shaping the future of Bonobos without the burden of running the company, stating his intention to stay closely connected with customers.

Bonobos, originally a digital retailer, pioneered the direct-to-consumer space and achieved scale, profitability, and national recognition. The partnership with Walmart, which some saw as incongruous due to Walmart’s value-focused identity, helped boost Walmart’s digital sales while offering Bonobos access to a broader customer base.

Dunn stands by his decision to sell to Walmart, dismissing critics who claim the brand was diluted. He believes the premium positioning of Bonobos has remained strong, evidenced by the continued growth of the brand.

During the pandemic, being part of Walmart provided Bonobos with stability and protection from the challenges faced by independent retailers. Despite the difficult retail landscape, Bonobos continues to deliver double-digit sales growth under the leadership of WHP Global.

But the impact of Bonobos’ time under Walmart’s ownership is complex. At the time of the acquisition, Dunn wrote in a blog post that joining Walmart would enable Bonobos to reach a wider audience and achieve market leadership in premium menswear. He also saw an opportunity to learn from Walmart e-commerce expert Marc Lore, whom he considered the best at building e-commerce properties.

Dunn remains confident in his decision and disagrees with critics who believe Walmart diluted the Bonobos brand. He believes the brand’s premium positioning and customer perception have remained strong, as evidenced by its continued growth.

Being part of Walmart provided Bonobos with exposure to a broader customer base and protection from the challenges faced by independent retailers during the pandemic.