Dive Brief:

• Custom men's apparel company Suitsupply has opened its 100th brick-and-mortar location, in Boston's Newbury Street shopping corridor. It's the brand's 37th store in North America, according to a company press release.

• The 9,000-square foot store spans four floors and has a terrace and a cafe where customers can lounge as they wait for their suits to be tailored.

• The company was founded in Amsterdam in 2000 by Fokke de Jong and has expanded to Milan, London, Zurich, Amsterdam, New York, Toronto, Shanghai, Singapore, Hong Kong and now Boston. An offshoot for women, Suistudio, launched last October.

Dive Insight:

Suitsupply will never let the world forget that one of its $600 suits tied for first place with a $3,600 Armani one in a Wall Street Journal comparison seven years ago. The Journal at the time called the price tag a "sweet spot," and the company continues to operate on a similar model.

Suitsupply is rapidly expanding its international physical footprint, but sales have "consistently" grown 20% year over year, the company says, citing service-oriented web operations for giving it a global reach beyond its physical footprint. The company began as a pure-play retailer, but has since moved into stores, joining the ranks of startups like Warby Parker, Peloton, Fabletics, and Bonobos, which are helping mitigate an otherwise massive retail exit from malls, according to a note earlier this year from Green Street Advisory & Consulting.

The company, like other men's suit and shirt makers these days, including Blank Label, Indochino and Nordstrom's Trunk Club, is boasting of a bespoke service that is really a highly efficient tailoring service, where choices in fit and speed in production and delivery are enabled by data. 

In a video accompanying the announcement, de Jong dangles his feet out of his Newbury Street building and predicts continued expansion for the brand. "The opening of our 100th location is a milestone for Suitsupply," he said in a statement. "In a time when many brands are closing stores, we believe there is more growth ahead of us than behind us."