f “kits”. These kits are sent to customers, who try on the outfits at home and have five days to decide whether to keep it all, or return items they don’t want for free. Only items kept are charged to the customer, with average kits ranging in price from $800 to $1300. “We get between 40 and 70 per cent sell through off the first kit, and the kit percentage sell through rate grows as he uses the service more,” said Rogers. Kent and Lime’s buyers have a pedigree of menswear experience, Rogers himself was headhunted seven years ago to establish the menswear division for ASOS, while Nicola Wood is a former buyer from Debenhams and Marks & Spencer. Each new customer fills out a quick online survey, followed up by a five minute phone call, whereby Kent and Lime styling advisors get to know each customer individually, and develop a personality profile for them. This profile, along with records of all items purchased, are stored to assist with creating full wardrobe solutions, enabling customers to mix and match all products purchased through the e-commerce platform. “Our customer is earning more money than ever before, but is busier than ever. He wants the nicer things in life. He is not focused on price or brand, he wants quality and fit. “Our guy is about convenience, he wants what he wants, he knows what he wants, he just doesn’t have the time to go and get it,” said Rogers. Each kit that is sent out has an accompanying note with suggestions on how to wear the outfit, where to wear it, or how he can mix and match items he has purchased previously. Kent and Lime targets the “better end of casualwear”, ranging brands including Nudie, Scotch & Soda, and Ben Sherman, and creating looks that can be worn in a variety of ways. “We’re really focussed on creating the right looks for our guys,” said Rogers. Last month Kent and Lime opened its first Style Lab in Surry Hills, Sydney, where customers make an appointment to meet with a style advisor. The Style Lab is a 180sqm warehouse, set out like a New York loft apartment. “When we speak to local guys in the area we can invite them in, and get their items pre-selected. “They come in, have a beer, chill out, edit the clothing that we’ve already selected for them, and then we can show them a bit more, a bit less, and they can walk away after trying things on in a really relaxed, chilled environment,” Rogers explained. “What we’re finding is that the basket size when they come into the Style Lab is double the size of the kit, which is what we wanted, but we didn’t think it would be that high.” Kent and Lime plans to open another Style Lab in Sydney and one in Melbourne by the end of the year, and is also considering the introduction of a tailoring service. When asked if the brand plans to expand to womenswear, Rogers said: “The idea of the business is to bring on mini entrepreneurs, and if they come up with a great business idea and a way to execute it, and one of those is womenswear, then I’ll back it all the way.”