A year of remote work has forced many to rethink what post-pandemic office life will be like — including the retailer that has been dressing businesspeople for 200 years. That’s the idea behind a series of initiatives from Brooks Brothers as it plots a relaunch after exiting bankruptcy last year, Bloomberg News reported. There’s a new athleisure line, a product mix with other casual items and a mascot: Henry the Sheep. The move is overdue, said Ken Ohashi, who took over as chief executive officer in January with a plan to capture more of Brooks Brothers’s regular customers’ spending. Even before the pandemic, shoppers’ tastes were shifting away from dressier clothing and toward more casual offerings. New York-based Brooks Brothers will try by adding more relaxed shirts, suits and bottoms, with items like knits and sweaters. That’s alongside the new men’s and women’s athleisure lines including hoodies and sweatpants. The company will still use its Golden Fleece logo, but added its modernized mascot this month to represent the new vibe. Authentic Brands Group bought Brooks Brothers out of bankruptcy along with SPARC Group, a joint venture with mall owner Simon Property Group, adding it to a portfolio of other formerly bankrupt retailers including Forever 21. Authentic is preparing for an initial public offering, Bloomberg reported last month.
