Casual Male to launch superstore concept

Canton, Mass. Casual Male Retail Group said it will open Destination XL (DXL), a new men's superstore concept catering to the bigger and taller man. The initial DXL stores are planned to launch in Chicago, Houston, Memphis and Las Vegas this summer.

The new format will feature a wide range of clothing, shoes and products under one roof, with collections of good, better and best products merchandised by lifestyle. With a 12,000-sq.-ft. footprint, the stores will carry product assortments in a range of very broad sizes starting at XL in tops and a 42-inch waist in pants for the bigger customer and a 38 inch waist for the taller customer.

The Casual Male superstore concept was created following a six-month consumer research study conducted by L.E.K. Consulting that found that big and tall men are looking for more options in a "one-stop-shop" environment and are willing to travel longer distances for a place that caters to their specific needs.

“DXL is a new and innovative retail concept that is attuned to our customers' needs," says David Levin, president and CEO of CMRG. "Our target customer wants choices, value for their dollar and the convenience and unique shopping experience DXL offers. We are confident that our new lifestyle superstore concept will offer the unique shopping experience that many big and tall men have been seeking.”

The DXL superstore concept also will be supported by an all-inclusive e-commerce site, launching in 2011, which will offer the same breadth of apparel and products.

Currently, Casual Male Retail Group operates 454 Casual Male XL retail and outlet stores, as well as 19 Rochester Clothing stores.