By Aimee Chanthadavong

Online suit tailor InSitchu is capitalising on consumer’s demand to be able to customise what they buy online by acquiring men’s custom dress shoes business Mantorii.
The acquisition will bring the two businesses under the same roof, but they will remain separate brands, operating as virtual “brother stores” with their own dedicated teams.

InStitchu co-founder Robin McGowan told RetailBiz Mantorii was a logical acquisition.

“We’re excited about the acquisition because the business works perfectly with our vertical multichannel ecommerce model,” he said.

“It allows customers to have total control and it’s becoming more important. The success of companies like Shoes of Prey has helped us realise that and this model is becoming very popular.”

Like InStitchu, Mantorii is built around a customisation model. It allows customers to design their own shoes online and then have them delivered to their door.

“We realise that adding products like shoes to our business model made complete sense,” McGowan said.

“Guys are becoming more use to being able to design, customise and make things more personalised so InStitchu allows guys to do that with suits on our online and offline model.”

As for whether there are other acquisitions in the pipeline, McGowan said: “We’re always looking for businesses with similar synergies and there’s potential to keep building on that.”