The ICSC Blog

ICSC Retailer of the Week: AYR Guideshop

These days, shopping for clothes typically means one of two things: going to a brick and mortar store, or buying online. But new retailer AYR, pronounced “air,” has created a new concept by combining the positive aspects of each method in its guideshop.

Located on the fourth floor of the AYR design studios, the guideshop allows customers to try on the clothes, but they cannot walk out of the store with anything they wish to purchase. Rather, they must order the clothes to be shipped to them later, as the guideshop only carries one article in every size instead of full inventory. This follows parent company Bonobos’s business model, which started online before expanding to guideshops and clothing lines in Nordstrom stores.

Ayr is a town in Design Director Jac Cameron’s native Scotland, and cleverly also stands for All Year Round. This reflects the brand’s dedication to versatility, with essential denim, shirts, and blazer pieces acting as the staples of the current collection. The brand launched online early this year and opened the guideshop shortly after. Although the guideshop is tucked away in the design studio, Brand Director Maggie Winter says they are expecting ground-level AYR guideshops on the horizon. Check out AYR’s official website for more information.

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