Casual Male Targets New Demographic With Destination XL Stores
Casual Male Retail Group's chief executive said he hopes the company's new Destination XL stores will increase its market share by attracting the "smaller big-guy." "We do not have a big market share in the smaller sizes and that's a huge win for us if we can get it because it's a high percentage of the big and tall market," Chief Executive David Levin said. The retailer, which operates Casual Male XL retail and outlet stores and higher-end Rochester Clothing stores as well as a catalog and online business, plans to open four Destination XL stores during the fiscal second and third quarters. The stores represent a new direction for the company. Levin said he expects the increased product mix at Destination XL stores to attract a new customer and result in existing customers spending more.