Christmas came early for menswear retailers this year.
With the men’s category already on the upswing, Father’s Day provided a significant boost in business to department and specialty stores across the country. Despite ongoing macroeconomic and political issues, consumers turned out in force to honor the men in their lives.
The National Retail Federation was predicting sales this year to reach a record $27.9 billion, a jump from $24 billion last year. And while the final figures aren’t yet in, merchants were happy with the results.
“We saw strong customer engagement around Father’s Day at Macy’s, especially in men’s,” said Daniel Leppo, senior vice president and general merchandise manager of men’s and kids’ at Macy’s. “Our more focused and intentional approach to gifting, both in stores and online, resonated with customers.”
Leppo said top sellers included soccer- and NBA-themed merchandise. “As the World Soccer HQ, we saw the customer responding to soccer apparel, sneakers and accessories across key brands like Adidas, Nike, Puma, Lids, Fanatics and Finish Line,” he said. “As New York’s department store, we also had a dynamic week with Knicks product, both in and around the New York market.”
Macy’s created a World Soccer HQ at its New York flagship.
Earlier this month, Macy’s partnered with the U.S. Soccer Foundation to create a World Soccer HQ platform centered around the World Cup featuring immersive experiences, storytelling and youth-oriented initiatives.
Beyond sports, Leppo said linen “remained a customer favorite, sweater-knit polos continued to gain momentum, and shorts and swimwear grew in popularity as the weather turned.” Brands including Polo, Rodd & Gunn, Reiss, Club Room, Coach and Rag & Bone were among the top performers.
Leppo said with this as a backdrop, he expects fall to continue to be strong. “We’re looking forward to the fall season ahead,” he said. “Men’s continues to show momentum, and we’re encouraged by the customer response we’re seeing so far.”
James Newell, vice president and GMM of men’s for Macy’s sister company Bloomingdale’s, was similarly upbeat.
“We had a fantastic Father’s Day, continuing the trend from earlier in the year,” he said. The category posted strong single-digit sales gains overall, with key franchises posting double-digit increases.
Among the top performers were the “usual suspects,” he said: short-sleeve polos, woven and knit shirts, T-shirts, swim shorts and wallets. Hugo Boss, which partnered with the store to open a special Game Day shop tied to the World Cup tournament, also posted stellar results, he said. Its USA and France team products sold best in stores and South American teams online.
The Boss Game Day shop at Bloomingdale’s.
Courtesy of Boss
Other top sellers included Vince and Rhone. The store turned over its windows and breezeway in the 59th Street flagship to the activewear brand, resulting in sales that more than doubled its past volume, Newell said.
Sales overall were boosted by Bloomingdale’s in-store activations tied to the holiday that included beer tastings, customization stations and embossing from brands such as David Yurman.
As a result, Newell is upbeat about fall. “I’m incredibly optimistic after our phenomenal first quarter [where comparable-store sales rose 10.2 percent]. The trend is where we want it to be and the big bets we invested in are paying off.”
Ken Ohashi, chief executive officer of Brooks Brothers, said the chain “came out of May swinging,” and the momentum peaked the week before Father’s Day. Among the top sellers were items such as sweaters, performance sportswear, rugby shirts and collaboration product such as one with Peanuts, which he said sold out. “People are looking for items that are unique or special,” he said.
“We’re moving into a preppie cycle so our rugbys and other iconic pieces did really well,” Ohashi said.
While sportswear was the star, he said the suit business continues to be stable for the company with a seasonal focus on fabrications such as linen and seersucker performing well in the warm temperatures.
The chain ran a father-and son-campaign globally that contributed to the sales gains and held fast to its promotional cadence of the past, centered around “buy more, save more,” he said.
Looking ahead to fall, Ohashi said he believes Brooks Brothers has “a lot of growth ahead of us.” He said when Authentic Brands Group and SPARC bought the business, it closed a large number of stores in key markets “where the customer wants us back.” Once more than 200 units, there are only 50 currently, but the plan is to continue to increase the count, with 10 being added this year, including new stores in Chicago; Palo Alto, Calif., and Aventura, Fla.
“I feel good. We just have to keep executing,” he said.
Nate Checketts, cofounder and CEO of Rhone, said his company posted “record-setting sales across our stores and online. In men’s, Father’s Day is our other Christmas and it’s always an important holiday moment for us.” The results were bolstered by the number of young and first-time fathers it has accumulated in its database, he said.
At its 22 stores, Rhone hosted Father’s Day-themed events and participated in the festivities at Bloomingdale’s. Its business at Nordstrom was also a standout. Top sellers included its Commuter shirts, pants and shorts, as well as its seersucker program. The brand ran no promotions.
The Rhone window at Bloomingdale’s.
Courtesy of Rhone
“We really wanted Rhone to stand for more than just great clothing,” Checketts said, citing the company’s commitment to mental health as something that helps it stand out from other active-inspired brands.
Looking ahead to fall, he said he’s expecting the momentum to continue. “We’ve been in an upcycle for three years and keep waiting for the other shoe to drop. But with all the geopolitical conflicts, trade and tariff issues, the consumer is resilient and we’ll work to stay in stock and keep servicing the customer.”
Chris Riccobono, founder of Untuckit, reported strong sales for Father’s Day at both the company’s 85 U.S. stores and online despite some evident consumer hesitation as a result of the unstable macroeconomy. “People want discounts, but whenever there’s a reason to buy, like Father’s Day or Christmas, you do see a big bump.”
He said the company’s short-sleeve print button-down shirts were the top sellers, along with linen shirts. The lightweight Traveler performance pants and shorts were also strong, as were polos, which “always do well at this time of the year,” Riccobono said.
Untuckit did well with short-sleeve, button-down shirts.
Courtesy of Untuckit
For fall, he said Untuckit’s performance may hinge on whether there are wars, continued price inflation or other issues that impact spending. “When it costs $450 for dinner, people aren’t going to have a lot of extra money to buy shirts. They will still buy them, but they’re going to want discounts.”
Riccobono also operates Greatness Wins, an activewear brand. He said that business did well, too, and is targeting green grass golf shops as its next frontier. That channel is already well-represented with brands such as Peter Millar, Greyson, Johnnie-O and Holderness & Bourne, “but they’re making room for us,” he said. “So we’re pushing into that while we grow the athletic side of the business because it’s a good way to acquire customers.”
Speaking of golf, the PGA Tour Superstore registered strong sales for Father’s Day, in apparel and hard goods.
“Golf already has strong momentum, but when the U.S. Open and Father’s Day come together, you really see that energy accelerate,” said Troy Rice, CEO. “It’s a moment when engagement spans the full spectrum, from those just getting into the game to players who are out every weekend. At PGA Tour Superstore, we’re seeing strong sales momentum and clear customer demand across key categories, including Spider Tour putters, high-lofted woods, golf balls like Pro V1, Chrome Soft and TP5, game-improvement technology like Shot Scope LMQ, and accessories such as Ghost Golf bags.”
The U.S. Open was played at Shinnecock Hills Golf Club on Long Island from June 18 to 21, ending on Father’s Day.
Johnnie-O polos were among the standouts at PGA Tour Superstore.
Rice said for the holiday, the 82-unit chain sells a disproportionate amount of apparel, particularly polos. “That’s our number-one — polos are the name of the game,” he said. Interestingly, with the nation’s 250th anniversary approaching, the stores sold a lot of Americana-themed shirts from Vineyard Vines, TravisMathew, Johnnie-O, Calloway and Peter Millar.
He said the stores were not promotional, although there were some specials on Puma, Adidas, Nike and other brands, which are normal at this time of the year.
He said PGA Tour Superstore had a strong fall last year and he’s expecting a repeat performance. “We think the momentum will continue to build, especially in the fourth quarter. What sets our stores apart is that we use tech in a big way. Every store has a golf simulator and we’re the only retailer that uses the simulator as a showroom, which helps engage customers.”
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